Improving the Effectiveness of Prosocial Messages: The Impact of Narrative on Intention to Donate

• In Event: Narrative Processing

Abstract

The current study explores the power of narratives in news articles in eliciting more positive attitudes toward refugees and higher intention to offer help, as well as if bandwagon effect can influence people’s perceptions and evaluations of narratives. Results showed that compared to factual information, narratives elicited stronger persuasion, and the effect was mediated by transportation. However, bandwagon cue did not influence people's perceptions of narratives. Theoretical and practical implications were discussed.

Authors

• Ruobing Li, Penn State University

• Jiangxue (Ashley) Han, Pennsylvania State University