Redressing the sleeper eect: evidence for the favorable persuasive impact of discounting information over time in a contemporary advertising context. ABSTRACT The shift in the accessibility of positive and negative information about consumer products on the internet calls for a revisiting of persuasion effects. A counterintuitive effect, called the sleeper effect, predicts attitudes toward a persuasive message have the potential to increase in favorableness despite the presence of information

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... scounting the message. An experimental study was conducted to support the existence of the sleeper effect, demonstrate its renewed relevance in the contemporary advertising environment, and provide a foundation for further sleeper effect studies.