https://orcid.org/0000-0002-3977-5351
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Abstract
Stickiness refers to a message’s persuasive properties: simple, unexpected, concrete, credible, emotional, and stories (SUCCES). A sticky message is expected to be more memorable, and hence persuasive, for a longer duration than a non-sticky message. The present research tested this hypothesis first in a longitudinal experiment addressing the issue of applying sunscreen. Results showed a time × message induction non-additive effect such that the non-sticky message effect decayed more than the sticky message, but its explanation remains elusive. Thus, a second experiment was conducted, and prior results were replicated, with a potential explanation for the effect provided.
Disclosure Statement
No potential conflict of interest was reported by the author(s).
Notes
1. By “comprehension” Heath and Heath (Citation2007) refer to the ability to absorb the content of a text, e.g., understand the meaning of the words in it, the organization of the argument that it presents; analyze what was read (think critically about it); and make sense, or come to an understanding, of it.
2. Notably, the direction and magnitude of the effect of simplicity on attitude in this study mirrors the direction and magnitude of the effect of processing difficulty on attitude in Carpenter and Boster (Citation2013).
3. No evidence of comprehension moderating the effect of the message induction on perceptions of message simplicity or attitude was found.