Wednesday, February 13, 2008
Post-it® Note Persuasion: A Sticky Influence
In a recent study by Randy Garner from Sam Houston State University it has been shown how a personailzed "Post-It" note along with a questionnaire or any response sheet can increase the probability of getting a response. This is a breakthrough study for all market-researchers, e-mail marketers and students of marketing! The abstract of the paper that has been published is given below for your reference:
"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."