When the consequences of exposure to a communicated message get delayed, it is known as ________.
(A) exposure limit
(B) deferred effect
(C) restrictive limit
(D) sleeper effect
Correct Ans: (D)
Explanation:
The sleeper effect refers to a fascinating phenomenon in communication and psychology. It happens when a message does not immediately influence the audience but produces an effect after some time. This delayed impact often surprises researchers and media professionals.
Let’s understand it clearly. When people first receive a persuasive message, they may dismiss it, especially if it comes from a non-credible source. However, over time, the message content might resurface in their minds, detached from the source. As a result, the original resistance fades, and the message starts influencing attitudes or behavior.
This idea plays a significant role in advertising, political campaigns, and propaganda. For instance, a viewer might watch a political ad from an untrusted figure and initially reject the argument. But weeks later, they might recall the message and subconsciously shift their opinion, forgetting why they dismissed it earlier.
Now, let’s look at the other options:
- (A) Exposure limit refers to how much content a person can consume before it loses effectiveness, which is unrelated to delayed effects.
- (B) Deferred effect sounds similar but lacks the specific psychological depth and research backing that “sleeper effect” carries.
- (C) Restrictive limit doesn’t relate to timing or message impact at all—it sounds more like a censorship or access control term.
So, the correct answer is definitely (D) sleeper effect, because it precisely explains the delayed persuasive power of a message, separating message content from its source credibility over time. This concept is essential in media studies, especially when evaluating long-term influence of communication strategies.
