Is I T Time to Lay the Sleeper Effect to Rest ? ' Paulette
نویسنده
چکیده
The "sleeper effect" has been defined as a delayed increase in the persuasive impact of a communication from a source low in credibility. This effect failed to appear in the present series of seven replications (total N = 656) of a sleeper effect experiment. However, the effectiveness of communications attributed to a source high in credibility did significantly decrease with passage of time when subjects were unprepared to counterargue with the communication. On the basis of these results and a retrospective review of related studies, it was concluded that the latter effect, by itself, could account satisfactorily for previous findings that source credibility effects dissipate or disappear with passage of time.
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