The Suasory Force of Sticky Messages: A Case of Asymmetric Message Effects

• In Event: Message Processing and Effects

Abstract

An experiment was performed to assess the persuasive impact of message stickiness. Because arguments can be made for the effectiveness, ineffectiveness, or counterproductive effect of sticky v. non-sticky message, the experiment was conducted in the spirit of discovery. Subjects were exposed to a message advocating the elimination of a coal-burning power plant. Attitude and behavioral intention were measured as outcome variables, and numerous other variables designed to probe emergent effects were assessed. Results indicated an asymmetrical message effect with the sticky message producing stronger intentions to act in conformity to message recommendations, but the non-sticky message producing attitudes indicative of greater conformity to message recommendations. These effects are explained by the differential cognitive focus required by the two messages, and by the differential motivational properties of the two messages.

Authors

• Franklin J. Boster, Michigan State U

• Rain Wuyu Liu, Michigan State University

• Ying Cheng, Michigan State University

• Wonkyung Kim, Michigan State University

• Sonia Jawaid Shaikh, U of Southern California - Annenberg School for Communication