Post-it Note Persuasion: A Sticky Influence
Sam Houston State University
Journal of Consumer Psychology, 2005
Four studies examine the influence of attaching a seemingly insignificant Post-it note to a survey packet on the likelihood of completing the survey. Participants who received a packet with an affixed Post-it note request had significantly higher return rates than participants who received the identical survey with (a) no sticky note, (b) the same message written on the cover sheet but without a Post-it or (c) a blank Post-it with no message provided. Furthermore, they returned the materials more promptly with higher quality responses. A more personalized Post-it appeal increased returns when the survey was long and time consuming but was no more effective than a nonpersonalized Post-it when the survey was easy to complete. Results suggest that the Post-it leads the request to be interpreted as a solicitation for a personal favor, facilitating a normative compliance response.
Number of Pages in PDF File: 29
Keywords: Influence, Persuasion, Compliance, Mindlessness, Post-it
JEL Classification: M30, M31, M37, M3
Date posted: November 2, 2004
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