_____ occurs when consumers forget the source of a message more quickly than they forget the message.
A) Attitude confidence
B) Symbolic motivation
C) Emotional contagion
D) The sleeper effect
E) The endowment effect

Question

Quizplus · Accepted Answer

The sleeper effect occurs when consumers remember a message but forget the source more quickly than they forget the message. This can happen when the source initially lacks credibility but the message is strong enough to eventually persuade the consumer.

_____ Occurs When Consumers Forget the Source of a Message