Cognitive Pathway to Narrative Persuasion: A Serial Multiple Mediation Model

• In Event: ICA Plenary Interactive Paper/Poster Session III
  In Interactive Paper Session: Health Communication Interactive Poster Session

Abstract

The purpose of this study is to identify the pathway of narrative persuasion. Many studies have found a greater persuasive effect of narrative messages on attitudes and intentions toward the message argument compared to non-narrative messages. However, the detailed mechanism has not yet been clearly established. We propose a pathway of narrative persuasion based on the discussion of transportation theory and the extended elaboration likelihood model (E-ELM). Although there are mixed findings of the causal relationship of narrative mechanism, these theories give an insight about the relationship. We expect that identification might be a predictor of transportation, and counterargument might be come after transportation experience. Finally, these cognitive causal mechanisms lead to changes in attitude and behavior (identification > transportation > counterargument > attitude > intention). This study expects that the greater identification with story characters in narrative increase transportation experience that reduces counterargument against the message and promotes favorable attitude toward message argument, which is skin cancer detection behavior in this study. Finally, an individual’s attitude increases intention to engage in detection behaviors.

Authors

• Yangsun Hong, University of Wisconsin-Madison

• Shawnika Jeanine Hull, U of Wisconsin-Madison