An Emotional Ride: Testing the Emotional Flow Hypothesis in Persuasive Narratives

• In Event: HIGH-DENSITY: Narratives and Health Communication

Abstract

The emotional flow hypothesis states that affective shifts in response to narratives increase message engagement that in turn, can promote story-consistent attitudes and beliefs. Two controlled experimental studies test this hypothesis in the context of organic tobaccos, one using discrete emotions (Study 1, n = 385) and the second valence-based ones (Study 2, n = 586).The emotional shifts in the appropriate conditions were observed by participants but shifts did not appear to increase engagement with plots or characters, at least in the short narratives tested here. Theoretical and practical implications are discussed.

Authors

• Yotam Ophir, The Annenberg School for Communication at the U of Pennsylvania

• Angeline Sangalang, University of Dayton

• Joseph N. Cappella, U of Pennsylvania