Sleeper effect: modes of endorsement and sources of message as determinants of purchase intent

• Main Authors: Capanzana, Daryl Rose T., De Guzman, Manuel P., Jr., Mendis, Karen Ann C.
• Format: text
• Language: English
• Published: Animo Repository 2006
• Subjects: Endorsements in advertising; Advertising > Psychological aspects; Persuasion (Psychology); Consumer behavior; Advertising and Promotion Management; Psychology
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/7267
• Institution: De La Salle University

This quantitative research studied the conditions that sleeper effect or delayed persuasion would most likely occur by manipulating the effect of endorser and mode of advertisement on consumers' purchase intent. There are 2 independent variables and each has 4 levels the endorser (celebrity, expert, student and CEO) and the mode of advertisement (implicit, explicit, imperative and co-present). There were 128 DLSU undergraduate students that participated and were chosen through convenience sampling and were randomly assigned into the 16 conditions. 4 x 4 Factorial Design ANOVA was the statistical test used in analyzing both the main and interaction effects of the types of endorser and mode. ANOVA was also used to measure sleeper effect by analyzing the difference between the initial exposure and after a passage of time. It was achieved from the generated data that the endorser and mode has no effect on the purchase intent of the respondents both after an exposure and after a passage of time. Results also yielded that sleeper effect did not occur on the respondents.