Modifying a marketing communication model with the sleeper effect
C. A. Maile Ph.D., A. H. Kizilbash Ph.D.
Journal of the Academy of Marketing Science · 1981 · Volume 9 · Issue 3
Abstract
The purpose of this paper is to modify a marketing communications model published earlier by the authors. In the original model, self-esteem, source credibility, and communication discrepancy are shown to affect the persuasibility of message receiver. However, after modifying this model to accommodate a time lag phenomenon called the sleeper effect, it is apparent that the independent variables may have considerably different effects on persuasibility within a few weeks after the transmission of a marketing communication. These changed relationships may be important to the effectiveness of advertising, personal sales and other marketing communications.
Keywords
Communication Discrepancy, Source Credibility, Credibility Level, Marketing Communication, Original Message
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