The act of remembering the source and forgetting the message is known as: 

(A) Hearing effect 

(B) Demonstration effect 

(C) Visual effect 

(D) Sleeper effect

Correct Ans: (D)

Explanation:

The sleeper effect occurs when individuals remember the source of a message but forget the message itself. Over time, people often forget the content but retain the identity of the source. This effect typically happens when a source initially seems untrustworthy or lacks credibility, but its influence increases as time passes.

For example, if someone hears a message from an unreliable source, they may forget the message but still recall the source. As time goes by, the perceived credibility of the source may grow, making the message more impactful, even though people forget the content.

Other terms like the hearing effect, demonstration effect, and visual effect refer to different media and communication aspects but do not describe this process. Therefore, the correct answer is the sleeper effect.