The sleeper effect of spot ads can be interpreted as: The dissociation of persuasive information and discount cues,the differential decay of ads emotional response and cognitive response,the time interval leading to changes in usefulness and effectiveness of information.
插播广告的睡眠者效应可以解释为:广告内容的劝说信息和广告媒体形式的折扣线索之分离;广告情绪反应和认知反应两类记忆系统的差别衰退,时间间隔导致信息有用性和有效性的改变等。
