FIGURE 8.4
The Sleeper Effect
In this study, people were more likely to change their attitude to agree with arguments if the author was an expert and therefore credible. But 4 weeks later, the credibility of the source no longer mattered, and arguments made by less credible sources were equally likely to have changed people’s minds.
The Sleeper Effect
In this study, people were more likely to change their attitude to agree with arguments if the author was an expert and therefore credible. But 4 weeks later, the credibility of the source no longer mattered, and arguments made by less credible sources were equally likely to have changed people’s minds.
[Data source: Hovland & Weiss (1951)]