In the context of Rosenhan’s 1973 pseudo-patient study, the term “sticky label” refers to the long-lasting impact of a psychiatric diagnosis—particularly how once someone is labelled as mentally ill, that label tends to "stick", even if the person no longer shows symptoms or was never truly ill in the first place. For example, if a patient is pacing because they’re bored, hospital staff might assume it’s due to anxiety or paranoia—because they already believe the patient is schizophrenic.
The label overrides the person’s true character or behaviour.The individual becomes seen as their disorder, rather than as a person.The diagnosis is hard to shake off, even if the individual recovers or if the diagnosis was incorrect.
In Rosenhan’s study, the pseudo-patients (who were actually mentally healthy) were admitted with a diagnosis of schizophrenia and were not seen as “normal” again, even though they behaved normally once admitted. Their normal actions were still interpreted as symptoms of mental illness. This showed how psychiatric labels can bias perception and lead to depersonalisation, supporting the idea that mental illness labels can be dangerously “sticky.”