The Suasory Force of Sticky Messages: An Application to the Application of Sunscreen |
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| Authors: | Franklin J Boster Rain Wuyu Liu Ying Cheng Wonkyung Kim Sonia Jawaid Shaikh |
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| Institution: | 1. Department of Communication, Michigan State University;2. School of Communication, Bellarmine University;3. Department of Advertising and Public Relations, Michigan State University;4. Annenberg School for Communication and Journalism, University of Southern California |
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| Abstract: | Stickiness refers to the set of persuasive message properties: simple, unexpected, concrete, credible, emotional, and stories (SUCCES). Heath and Heath (2007) argue that a sticky message is expected to be more memorable and hence more persuasive than a non-sticky message. A 2 (sticky v. non-sticky message) x 3 (pretest v. posttest v. delayed test) longitudinal experiment is employed to examine the persuasiveness of sticky messages on applying sunscreen. Results of a mixed model analysis of variance show that the sticky message produces attitudes and behaviors more favorable to the message recommendation than the non-sticky message. Specifically, a time × message induction non-additive effect was found, which sustained only in the sticky message condition across time. Despite this interesting effect, its explanation remains elusive. |
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| Keywords: | Melanoma Persuasion Sticky Message Sunscreen Application |
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