The Sleeper Effect in Persuasion: an Accessibility-Diagnosticity Perspective

G. Tarcan Kumkale, Koc University, Istanbul, Turkey
Dolores Albarracin, University of Florida, U.S.A
In line with the implications of the accessibility-diagnosticity framework, the authors present three experiments designed to clarify the mechanisms of the sleeper effect. Thus, recalling attitude-relevant information imperfectly (e.g., forgetting the source) is not enough to generate the effect. It is also necessary that the recipients engage in attitude construction based on recalled attributes; otherwise, attitude stability rather than the SE prevails. In addition to identifying the conditions that should facilitate or impede the traditional sleeper effect reliably, the authors introduce a new type of sleeper effect guided by a delayed increase in the impact of the source attributes.
[ to cite ]:
G. Tarcan Kumkale and Dolores Albarracin (2007) ,"The Sleeper Effect in Persuasion: an Accessibility-Diagnosticity Perspective", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 266-270.

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