sleeper effect

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The tendency for the recipients of a persuasive message from a source of low credibility to show increased attitude change a few days or weeks after exposure to the message, either relative to recipients of the same message attributed to a source of high credibility (the relative sleeper effect) or relative to the amount of attitude change occurring immediately after exposure to the message (the absolute sleeper effect). The effect was first reported by the US psychologists Carl I(vor) Hovland (1912–61) and Walter Weiss (born 1925) in the journal Public Opinion Quarterly in 1951.

Subjects: Psychology.

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