Redressing the Sleeper Effect: Evidence for the Favorable Persuasive Impact of Discounting Information Over Time in a Contemporary Advertising Context

Abstract

(2016) Redressing the sleeper effect: evidence for the favorable persuasive impact of discounting information over time in a contemporary advertising context. Journal of Advertising Research, 45 (1). pp. [19][20][21][22][23][24][25] This version is available from Sussex Research Online: http://sro.sussex.ac.uk/68656/ This document is made available in accordance with publisher policies and may differ from the published version or from the version of record. If you wish to cite this item you are advised to consult the publisher's version. Please see the URL above for details on accessing the published version. Copyright and reuse:Sussex Research Online is a digital repository of the research output of the University.Copyright and all moral rights to the version of the paper presented here belong to the individual author(s) and/or other copyright owners. To the extent reasonable and practicable, the material made available in SRO has been checked for eligibility before being made available.Copies of full text items generally can be reproduced, displayed or performed and given to third parties in any format or medium for personal research or study, educational, or not-for-profit purposes without prior permission or charge, provided that the authors, title and full bibliographic details are credited, a hyperlink and/or URL is given for the original metadata page and the content is not changed in any way. Addressing these aims contribute to clarifying theoretical disagreement over the logical conditions necessary to produce the sleeper effect and implications for practitioners by bringing understanding to attitude change and persistence over time. The background and hypotheses development expands on the current state of sleeper effect research in advertising, followed by an experimental study and discussion of its implications for the sleeper effect. REDRESSING THE SLEEPER EFFECT: EVIDENCE FOR THE FAVORABLE PERSUASIVE IMPACT OF DISCOUNTING INFORMATION OVER TIME IN BACKGROUND AND HYPOTHESES

Sleeper effect from below: Long-term effects of source credibility and user comments on the persuasiveness of news articles

“…That could be explained with the fact that the media brand was presented before the message, while the user comments were presented after the message. According to the differential decay hypothesis and based on earlier research (Foos et al, 2016;Gruder et al, 1978;Kumkale and Albarracín, 2004), a sleeper effect is more likely to occur when the discounting cue is presented after the message.…”

“…Although the impacts of the two communications are equal initially after exposure, the influence of the discounting cue decays more rapidly than the influence of the message arguments (Pratkanis et al, 1988). Several other studies have confirmed that a sleeper effect is more likely to occur when the discounting cue is presented after the message (Foos et al, 2016;Gruder et al, 1978;Kumkale and Albarracín, 2004).…”

“…From a theoretical perspective, researchers have criticized that early studies did not differentiate between an absolute and a relative sleeper effect (Gillig and Greenwald, 1974). In addition, some of the explanations of the underlying psychological mechanisms of the sleeper effect have been disapproved as incomplete (Foos et al, 2016). Methodologically, critics have argued that research on the sleeper effect has used inconsistent measures (Gillig and Greenwald, 1974) and that the effect only occurs under very specific conditions and research designs (Gruder et al, 1978; Kumkale and Albarracín, 2004).…”

“…In fact, previous studies have already operationalized user-generated messages as discounting cues. For example, Foos (2015) used a negative consumer reaction to an online advertisement as a discounting cue. In the following paragraphs, previous research on the persuasive impact of the two types of context information in online environments—source credibility and user comments—will be used to derive the hypotheses and research questions for this study.…”

Mistifikasi Bias Gender Pada Iklan Komersial Untuk Pasar Muslim Di Indonesia

“…Hal ini biasa dikenal dengan istilah sleeper effect. Sleeper effect semakin mudah terjadi jika didukung dengan kondisi yang sangat elaboratif dan berulang (Foos et al, 2016). Peningkatan persuasi juga bergantung pada kualitas pesan dan kredibilitas komunikatornya (Albarracín et al, 2017).…”