The phenomenon known as the ________ suggests that both positive and negative credibility effects external to the message itself tend to disappear after six weeks or so.
A) decay effect
B) advertising wearout effect
C) disassociation effect
D) sleeper effect
E) dissipation effect

Question

Quizplus · Accepted Answer

The sleeper effect refers to a situation where the impact of a persuasive message increases over time, particularly when a message from a low-credibility source becomes more persuasive as the source is forgotten.

The Phenomenon Known as the ________ Suggests That Both Positive