All Blogs Are Not Created Equal: The Role of Narrative Formats and User-Generated Comments in Health Prevention

• In Event: ICA Plenary Interactive Paper/Poster Session and Reception
  In Interactive Paper Session: Communication and Technology Interactive Poster Session

Abstract

This study examined the extent to which narrative vs. non-narrative blogs and compliant vs. defiant user comments affect optimistic bias and behavioral intentions related to skin cancer prevention. Participants (N = 181) read one of four versions of a blog post about skin cancer that described a blogger’s journey with skin cancer diagnosis and treatment, and included specific recommendations for skin cancer prevention. The post was written in either narrative or non-narrative style, and was accompanied by reader comments that either agreed or disagreed with the prevention recommendations provided. Findings indicate that blog format reduces optimistic bias and increases behavioral intentions. Specifically, narrative blogs affect the two outcomes by way of eliciting transportation into the narrative world. Blog comments, on the other hand, were shown to have inconsistent effects on optimistic bias and behavioral intentions, via perceived social norms. While the social norms elicited by compliant blog comments had a direct positive effect on behavioral intentions, the indirect effect (via optimistic bias) was negative. Theoretical and practical implications, as well as suggestions for future research, are discussed.

Authors

• Carmen D. Stavrositu, U of Colorado - Colorado Springs

• Jinhee Kim, Pohang U of Science and Tech