The delayed increase in the persuasiveness of a message is a psychological phenomenon where a communication’s impact is initially weak but grows stronger over time. This effect occurs when a discounting cue, such as a source lacking credibility, initially suppresses the message’s influence. As time passes, the association between the message and the discounting cue weakens, allowing the message to have a more substantial impact on attitudes or behaviors. For example, an individual may initially dismiss a claim from a source perceived as unreliable. However, weeks later, the individual might recall the claim without remembering its origin, leading to a shift in opinion.
Understanding this phenomenon is vital in various fields, including marketing, advertising, and political communication. It demonstrates that the immediate impact of a message is not always indicative of its long-term effects. Recognizing this delay can inform strategies for crafting persuasive messages and managing communication campaigns, considering that the full influence may only be realized after a period of time. Historically, research into this delayed impact has contributed significantly to models of attitude change and the role of source credibility in persuasion.
