Pratkanis A R, Greenwald A G, Leippe M R, Baumgardner M H
Board of Psychology, University of California, Santa Cruz 95064.
J Pers Soc Psychol. 1988 Feb;54(2):203-18. doi: 10.1037//0022-3514.54.2.203.
The sleeper effect in persuasion is a delayed increase in the impact of a message that is accompanied by a discounting cue. Despite a long history, the sleeper effect has been notoriously difficult to obtain or to replicate, with the exception of a pair of studies by Gruder et al. (1978). We conducted a series of 16 computer-controlled experiments and a replication of the Gruder et al. study to demonstrate that a sleeper effect can be obtained reliably when subjects (a) note the important arguments in a message, (b) receive a discounting cue after the message, and (c) rate the trustworthiness of the message communicator immediately after receiving the discounting cue. These operations are sufficiently different from those used in earlier studies to justify a new differential decay interpretation of the sleeper effect, in place of the dissociation hypothesis favored by most previous sleeper effect researchers. According to the differential decay interpretation, a sleeper effect occurs when message and discounting cue have opposite and near-equal immediate impacts that are not well-integrated in memory. The effect occurs, then, if the impact of the discounting cue decays faster than that of the message.
说服中的睡眠者效应是指，在一条信息伴随着折扣线索出现时，其影响力会出现延迟增加的现象。尽管睡眠者效应有着悠久的研究历史，但除了格鲁德等人（1978年）的两项研究外，它一直极难被证实或重复。我们进行了一系列16项计算机控制的实验，并重复了格鲁德等人的研究，以证明当被试者满足以下条件时，睡眠者效应能够可靠地出现：（a）留意信息中的重要论据；（b）在信息之后收到折扣线索；（c）在收到折扣线索后立即对信息传播者的可信度进行评分。这些操作与早期研究中使用的操作有很大不同，足以支持对睡眠者效应一种新的差异衰减解释，取代了大多数先前睡眠者效应研究者所青睐的解离假设。根据差异衰减解释，当信息和折扣线索在记忆中没有很好地整合，且具有相反且几乎相等的即时影响时，睡眠者效应就会出现。如果折扣线索的影响比信息的影响衰减得更快，那么这种效应就会发生。
