Redressing the sleeper effect: evidence for the favorable persuasive impact of discounting information over time in a contemporary advertising context

Foos, Adrienne, Keeling, Kathleen and Keeling, Debbie Isobel (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. 19-25. ISSN 0021-8499

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Abstract

The shift in the accessibility of positive and negative information about consumer products on the internet calls for a revisiting of persuasion effects. A counterintuitive effect, called the sleeper effect, predicts attitudes toward a persuasive message have the potential to increase in favorableness despite the presence of information discounting the message. An experimental study was conducted to support the existence of the sleeper effect, demonstrate its renewed relevance in the contemporary advertising environment, and provide a foundation for further sleeper effect studies.

Item Type: Article
Schools and Departments: School of Business, Management and Economics > Business and Management
Subjects: H Social Sciences > H Social Sciences (General)
Q Science > QZ Psychology
Depositing User: Debbie Keeling
Date Deposited: 16 Jun 2017 09:30
Last Modified: 16 Jun 2017 09:37
URI: http://sro.sussex.ac.uk/id/eprint/68656

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