Role of Narrative Perspective and Modality in the Persuasiveness of Public Service Advertisements Promoting HPV Vaccination

• In Event: Health Communication About HPV

Abstract

This research examines the persuasive effects of narratives in health-related messages. In the context of public service advertisements promoting HPV vaccination, this research specifically assesses the relative persuasiveness of narrative vs. non-narrative messages as well as the influence of narrative perspective (first- vs. third-person) and modality (text-based vs. audio-based) on message effectiveness. Results of a controlled experiment (N = 121) suggested that a non-narrative message led to greater perceived risk of getting HPV than a third-person narrative, but was equally persuasive as a first-person narrative. These findings were confined to the text-based condition, however. When the messages were audio-based, no differential message effects were detected. The analysis also provided partial evidence for an indirect effect of narrative type on intentions to vaccinate against HPV through HPV risk perception. Theoretical and practical implications of the findings are discussed.

Authors

• Xiaoli Nan, U of Maryland

• Michelle Futerfas, U of Maryland

• Zexin Ma, University of Maryland