Nevertheless, they later propositioned that message receivers may not entirely forget the cue, yet the association between the representations of the discounting cue and the message content may fade over time and produce a sleeper effect.
22.
The sleeper effect is involved with initial message impression so the phenomenon has implications for models of persuasion, including teaching methods, as well as more recent conceptualizations, such as the heuristic-systematic model and the elaboration likelihood model.
23.
Furthermore, when people are exposed to a persuasive message followed by a discounting cue, people tend to be more persuaded over time; this is referred to as the sleeper effect ( Hovland & Weiss, 1951; Cook & Flay, 1978 ).
24.
He showed the effects of various elements in the SMCR model on persuasion : sources ( high credibility vs . low credibility, sleeper effect ), types of messages ( one-sided vs . two-sided, fear appeals ) and channels on cognitive and affective changes.
25.
According to this reasoning, the sleeper effect occurs because the association between the discounting cue and the message in one s memory becomes weakened over time; hence, when the message is recalled for purposes of producing an attitude, the source is not readily associated.
