COMM 318 13th Lecture Lecture 13Outline of Last Lecture I. Message Learning ApproachOutline of Current Lecture II. The Sleeper EffectCurrent Lecture(13) The Sleeper EffectTHE SLEEPER EFFECTI. What happens to perceptions of source credibility over time?A. does the impact of source credibility on message change over time?II. Def: changes in the effects of messages from high and low credibility sources may not be the same over timeIII. absolute and relative sleeper effectsA. absolute (increases over time): message from a high credibility source loses effectiveness over time, whereas message from a low credibility source becomes more effective 1. high credibility loses effectiveness over time2. low credibility source gains effectiveness over time3. dissassociation model • persuasion result of both message and source factors• high credibility source• decay occurs over time in impact because of source characteristics are• disassociated with the message• source is not forgotten, just disassociated with the message• low credibility source• initial effects of the message are offset by low quality of source• over time source is dissociated and the message becomes more influentialB. relative (decreases over time): both messages become more ineffective over time; however, message from high credibility source incurs greater loss in effectiveness relative tolow credibility source1. high credibility loses effectiveness over time2. low credibility loses effectiveness over time3. forgetting model (occurs when we forget the source)• high credibility source produces more attitude change than low credibility source• over time, source is forgotten and attitude change decays (regardless of source credibility)• “i don’t remember who told me this, but…” (loses effectiveness)• high credibility condition incur more decay over timeA. related source factorsA. physical attractiveness1. attractiveness is especially persuasive in unimportant situationsThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.• attractiveness as a peripheral cue in ELM2. is related to liking but does NOT override credibility3. “halo effect”• using one positive characteristic to make positive generalizations about the person (e.g. attractive people have higher paying jobs)• attractive speakers are more likely to be seen as friendly, likable & outgoing4. characteristics related to attractiveness• facial appearance• facial symmetry • hair (men more likely to be elected with full heads of hair)• height (taller males earn higher salaries)5. source attractiveness• attractive speakers got more people to sign their petition (41%) • only (24%) of the unattractive people got their petition signed • when swindling using attractiveness—>penalization• when burglarizing using attractiveness—>light sentenceB. perceived similarity1. the more similar to yourself the speaker appears, the greater their effectiveness2. kinds of similarity• membership similarity • attitude similarity• relevant vs. irrelevant similarity • irrelevant-builds rapport• relevant- may lead to greater perceptions of credibility; which directly affects attitude 3. liking• correlates very highly with trustworthiness• speakers sense of humor has been known to increase liking• but, liking effects are minimal when motivation is high4. authority• communicate that you are an authority power• referent power (well liked)• expert power (based on knowledge)• legitimate power (based on formal rank)• reward power (control over a valid resource)• coercive power (ability to