There are two conceptual ideas about how spokespeople's endorsements work. The first theory is called source credibility. What is the second?

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The second theory about how spokespeople's endorsements work is the sleeper effect. This theory suggests that the message and its source become dissociated in memory over time, so even if the source of the message loses credibility, the message itself may still be convincing.

There Are Two Conceptual Ideas About How Spokespeople's Endorsements Work