• The Suasory Force of Sticky Messages An Application to the Application of Sunscreen

    Author(s):
    Ralf Schmaelzle (see profile)
    Date:
    2021
    Group(s):
    MSU Health and Risk Communication Center Message Vault
    Subject(s):
    Communication
    Item Type:
    Other
    Tag(s):
    sticky messages
    Permanent URL:
    http://dx.doi.org/10.17613/vcs3-km91
    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 recom- mendation 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.
    Notes:
    These are experimental messages
    Metadata:
    xml
    Status:
    Published
    Last Updated:
    2 years ago
    License:
    All Rights Reserved

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