ERIC Number: ED193726
Record Type: RIE
Publication Date: 1980-May
Reference Count: 0
An Explanation of Persistence and Sleeper Effects: An Empirical Test of the Delayed Opinion Response Model.
McDermott, Steve; Hylton, Cal
A theoretical model was tested for its ability to explain persistence and delayed credibility (or "sleeper") effects in attitude change via persuasive variables. The model predicted opinion effects from two major components: a multiplicative effect of message repetition and credibility, and a simple effect of time since receipt of message. The subjects, 124 college students, read a cover story, a speaker description (the source credibility manipulation), and one of three messages advocating federal control of education. Four time increments were selected for measurement of opinion, varying from immediately after the treatment to six weeks later. Thus, the students were presented with variations in repetition and credibility and their opinions were assessed over time. The experiment yielded data supporting the viability of the time explanations, but failed to support the hypothesized multiplicative effect on opinions. Problems in inducing manipulations may have contributed to obtaining only partial support for the model. The results suggested the need to reevaluate previous research. (RL)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the International Communication Association (30th, Acapulco, Mexico, May 18-23, 1980).