Sleeper effect

Definition

The sleeper effect is a psychological phenomenon where a persuasive message initially has little impact on an individual's attitudes or beliefs, but over time, the person becomes more accepting of the message. This occurs as the association with the source of the message weakens, allowing the message itself to be processed and accepted independently. Essentially, the sleeper effect highlights how people can come to embrace ideas that they previously dismissed, particularly when the source is discredited or not remembered.

5 Must Know Facts For Your Next Test

1. The sleeper effect suggests that over time, the impact of a persuasive message can increase even if the initial reaction was negative or neutral.
2. This phenomenon often occurs when the source of a message is perceived as untrustworthy or is discredited, yet the content remains relevant.
3. It contrasts with immediate persuasion theories that assume people will always react to messages based on their credibility and appeal right away.
4. Research has shown that the sleeper effect is more pronounced when messages are emotionally charged or when individuals have low motivation to scrutinize the information.
5. Understanding the sleeper effect can help in developing strategies for effective communication and advertising by leveraging delayed acceptance of ideas.

Review Questions

• How does the sleeper effect illustrate the relationship between source credibility and message acceptance over time?
  • The sleeper effect demonstrates that while a message may initially be disregarded due to low source credibility, its acceptance can grow as time passes. This happens because the audience often forgets the negative attributes of the source while retaining the content of the message. As a result, individuals might become more open to accepting the information later on, suggesting that it's not just about who delivers the message but also how memory and perception evolve.
• In what ways can marketers utilize the sleeper effect to improve their advertising strategies?
  • Marketers can leverage the sleeper effect by crafting messages that might not be immediately appealing but have lasting relevance. They can choose sources that may initially seem less credible but ensure that the content resonates with consumers. Over time, as consumers forget about the source's credibility issues, they may find themselves more accepting of the brand or product being advertised. This strategy highlights the importance of persistent messaging that aligns with consumer values even if initial reactions are tepid.
• Evaluate how the sleeper effect relates to broader theories of attitude change and its implications for long-term persuasion.
  • The sleeper effect serves as an essential concept within broader theories of attitude change by emphasizing that persuasion is not always immediate or linear. It suggests that time plays a critical role in how people reassess information and form attitudes. By understanding this phenomenon, researchers and practitioners can appreciate that even messages delivered under less-than-ideal conditions can eventually lead to significant shifts in beliefs. This has profound implications for campaigns that aim for lasting change rather than just immediate compliance.

Related terms

source credibility: The degree to which a communicator is perceived as believable and trustworthy, which influences how persuasive their message is.

attitude change: A shift in an individual's feelings, beliefs, or evaluations about a particular object, person, or issue, often as a result of persuasion.

message processing: The way individuals interpret, evaluate, and respond to persuasive messages, which can affect their attitudes and beliefs.