Sleeper effect

Definition

The sleeper effect refers to a psychological phenomenon where a persuasive message initially has a weak impact on an individual's attitude or belief, but over time, the message becomes more influential. This effect often occurs when the source of the message is discounted or perceived as untrustworthy at first, leading to delayed attitude change as individuals forget the source while retaining the content of the message. It highlights how memory and persuasion interact over time, which can be significant in understanding how experimental manipulations shape communication outcomes.

5 Must Know Facts For Your Next Test

1. The sleeper effect is particularly notable in situations where a message comes from a low-credibility source but is compelling enough to be remembered.
2. Over time, as the audience forgets the negative attributes of the source, the persuasiveness of the message can increase.
3. This phenomenon highlights the importance of understanding how messages are processed and stored in memory for future influence.
4. Research indicates that the sleeper effect can vary based on factors such as the nature of the message, audience characteristics, and context.
5. Experimental manipulations that study this effect often involve varying source credibility to observe changes in attitude over time.

Review Questions

• How does the sleeper effect illustrate the relationship between source credibility and message impact over time?
  • The sleeper effect shows that initial perceptions of source credibility can lead to short-term skepticism about a message. However, as individuals forget the source's credibility while retaining the content of the message, they may find themselves more influenced by it later. This suggests that the impact of a persuasive message can grow over time, despite an initially low trust in its source.
• In what ways might experimental manipulations be designed to test for the sleeper effect in communication research?
  • Researchers can manipulate source credibility by presenting messages from sources labeled as either high or low trustworthiness. They may then measure participants' attitudes immediately after exposure and again after a delay. By comparing these responses, researchers can assess if there is an increase in persuasion over time for messages from lower-credibility sources, thus demonstrating the sleeper effect.
• Evaluate how understanding the sleeper effect can inform strategies for effective communication and persuasion in various fields.
  • Understanding the sleeper effect can help communicators craft messages that may initially seem ineffective due to perceived low credibility but could gain influence over time. This knowledge is valuable across fields like marketing, politics, and public health. By considering how audience memory and perceptions evolve, strategists can design campaigns that leverage this phenomenon, ensuring their messages remain impactful even when sourced from less credible origins.

Related terms

source credibility: The degree to which a source of information is perceived as trustworthy and knowledgeable, influencing how persuasive a message is.

message retention: The process through which individuals remember and store information presented in a message, impacting its future effectiveness.

cognitive dissonance: A psychological state that occurs when an individual experiences conflicting beliefs or attitudes, often leading to attitude change to reduce discomfort.