The Suasory Force of Sticky Messages: A Replication and Extension

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.