The message must be sufficiently persuasive, the discounting cue must be strong enough to suppress initial acceptance, the message must be dissociated from the cue over a period of time, and the dissociation must happen quickly enough that the message still has an impact. 

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This explanation for the Sleeper Effect states that when people are presented with an argument and a discounting cue, the Sleeper Effect takes hold because over time they dissociate the content from the discounting cue. They are not merely forgetting the discounting cue, they are just no longer associating it with the message.

Dissociation Interpretation of the Sleeper Effect

Pratkanis, A. R., Greenwald, A. G., Leippe, M. R., &amp; Baumgardner, M. H. (1988). In search of reliable persuasion effects: III. The Sleeper Effect Is Dead: Long live the sleeper effect. Journal of Personality and Social Psychology, 54(2), 203–218. https://doi.org/10.1037/0022-3514.54.2.203 

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