Studies of _________ indicate that the effectiveness of an advertising message can increase over time, despite the initial presence of a negative cue.
A) pain-oriented advertising
B) the learning effect
C) consumer's selective attention
D) the sleeper effect

Question

Quizplus · Accepted Answer

The concept described in the question is called "sleeper effect," which refers to the phenomenon where an initially negative cue (e.g., a low-credibility source) eventually loses its impact and allows the message to become more effective over time. Therefore, the correct answer is D, "the sleeper effect."

Studies of _________ Indicate That the Effectiveness of an Advertising