This explanation for the Sleeper Effect states that when people are presented with an argument and a discounting cue, the Sleeper Effect takes hold because over time they dissociate the content from the discounting cue. They are not merely forgetting the discounting cue, they are just no longer associating it with the message.

Dissociation Interpretation of the Sleeper Effect

The recipient of a message forgets the source of the message quicker than they forget the content of the message. This is thought to be especially apparent when the message is persuasive but the source isn't perceived as reliable.

Source Forgetting Interpretation of the Sleeper Effect

Grounded on principles of primacy and recency, the differential decay hypothesis suggests that the persuasiveness of a message and a discounting cue have different rates of decay. Since the discounting cue appears after the message, it is is expected to decay faster.

Differential Decay Hypohtesis

- Source forgetting interpretation
- Dissociation interpretation
- Differential decay hypothesis

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Davidson College

When a message is conveyed along with a discounting factor (an element that makes the message untrustworthy), there will be a delayed increase in acceptance of the message. This is a controversial concept, as it is difficult to replicate without meeting certain criteria.

The Sleeper Effect

Pratkanis, A. R., Greenwald, A. G., Leippe, M. R., &amp; Baumgardner, M. H. (1988). In search of reliable persuasion effects: III. The Sleeper Effect Is Dead: Long live the sleeper effect. Journal of Personality and Social Psychology, 54(2), 203–218. https://doi.org/10.1037/0022-3514.54.2.203 

In Search of Reliable Persuasion Effects: III. The Sleeper Effect is Dead. Long Live the Sleeper Effect.

Heinbach, D., Ziegele, M., & Quiring, O. (2018). Sleeper effect from below: Long-term effects of source credibility and user comments on the persuasiveness of news articles. New Media & Society, 20(12), 4765–4786. https://doi.org/10.1177/1461444818784472

Sleeper effect from below: Long-term effects of source credibility and user comments on the persuasiveness of news articles

In order to replicate the sleeper effect, the participant must be aware of the essential arguments, the discounting cue must be presented after the message, and they must reflect on the trustworthiness fo the presenter of the message.

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