Effects of Narrative Antismoking PSAs on Forewarning-Induced Resistance to Persuasion

• In Event: Entertainment Media and Health Communication

Abstract

Based on the extended elaboration likelihood model (E-ELM) and the entertainment overcoming resistance model (EORM), this study has tried to see indirectly examines whether entertainment-education (E-E) can reduce forewarning-induced resistance and the effect of transportation or engagement with the storyline on the viewer's behavioral intentions. An online experiment was conducted using 800 male smokers, among which 400 were forewarned about viewing an anti-smoking public service announcement (PSA) and the other 400 were not. The 800 participants were classified into the low, moderate, and high nicotine-dependent groups based on the Fagerström Test for Nicotine Dependence. The results indicate that post-message intentions to quit smoking were stronger than pre-message intentions regardless of the presence of a forewarning and the level of nicotine dependence. The forewarning induced resistance only in the high nicotine-dependent group and resistance decreased after PSA exposure. The difference in intentions to quit smoking between the forewarned and non-forewarned groups before PSA exposure decreased after the exposure for the low and high nicotine-dependent groups. The study interprets the results and discusses their theoretical and practical implications for better understanding the ability of narrative persuasive messages.

Authors

• Bidin Azman, Multimedia U

• EunGyuhl Rosie Bae, University of Pennsylvania

• Doohwang Lee, Kyung Hee U

• Hyuhn-Suhck Bae, Yeungnam U