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Sleeper Effect

Explanations > Theories > Sleeper Effect

Description | Research | Example | So What? | See also | References

Description

The impact of a persuasive message will generally tend to decrease over time. However, under the right circumstances the sleeper effect predicts that a message from a low-credibility source can actually increase in persuasiveness.

Low credibility may be caused by a discounting cue, such as when a prediction of improving economic conditions is given by a government spokesperson (who is presumed to be biased). However, when the message eventually gets separated from its source (by dissociation), the message may gain more credibility.

Research

Evidence for the sleeper effect is limited and inconsistent. One of the findings is that if the impact of a persuasive message does not increase with time, if it is given with a low-credibility source with a discounting cue, then the impact decline is at least slowed.

Example

I was going to the races and a work friend (who knows little about horses) wrote down the name of three horses of which he had heard. When I pulled out the piece of paper I had forgotten who wrote it, but noticed that one of the horses had won. I consequently bet on all of the other horses. I did not win.

So what?

Using it

Make the message more dramatic than the deliverer. Once the message catches on, the source may be safely (and desirably) forgotten.

Defending

When making a decision based on specific evidence, deliberately recall the source and hence credibility of the data.

See also

Consistency Theory, Credibility

References

Hovland, Lumsdaine and Sheffield (1949), Stiff (1994)

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Site Menu

| Home | Top | Quick Links | Settings |

Main sections: | Disciplines | Techniques | Principles | Explanations | Theories |

Other sections: | Blog! | Quotes | Guest articles | Analysis | Books | Help |

More pages: | Contact | Caveat | About | Students | Webmasters | Awards | Guestbook | Feedback | Sitemap | Changes |

Settings: | Computer layout | Mobile layout | Small font | Medium font | Large font | Translate |

Please help and share:

Quick links

Disciplines

* Argument
* Brand management
* Change Management
* Coaching
* Communication
* Counseling
* Game Design
* Human Resources
* Job-finding
* Leadership
* Marketing
* Politics
* Propaganda
* Rhetoric
* Negotiation
* Psychoanalysis
* Sales
* Sociology
* Storytelling
* Teaching
* Warfare
* Workplace design

Techniques

* Assertiveness
* Body language
* Change techniques
* Closing techniques
* Conversation
* Confidence tricks
* Conversion
* Creative techniques
* General techniques
* Happiness
* Hypnotism
* Interrogation
* Language
* Listening
* Negotiation tactics
* Objection handling
* Propaganda
* Problem-solving
* Public speaking
* Questioning
* Using repetition
* Resisting persuasion
* Self-development
* Sequential requests
* Storytelling
* Stress Management
* Tipping
* Using humor
* Willpower

Principles

Explanations

* Behaviors
* Beliefs
* Brain stuff
* Conditioning
* Coping Mechanisms
* Critical Theory
* Culture
* Decisions
* Emotions
* Evolution
* Gender
* Games
* Groups
* Habit
* Identity
* Learning
* Meaning
* Memory
* Motivation
* Models
* Needs
* Personality
* Power
* Preferences
* Research
* Relationships
* SIFT Model
* Social Research
* Stress
* Trust
* Values

Theories

* Alphabetic list
* Theory types

And

– About
– Guest Articles
– Blog!
– Books
– Changes
– Contact
– Guestbook
– Quotes
– Students
– Webmasters

| Home | Top | Menu | Quick Links |

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Massive Content — Maximum Speed