Does Narrative Persuasion Need to be Sneaky? The Effects of Perceived Persuasive Intent and Cognitive Load on Persuasive Outcomes

• In Event: HIGH-DENSITY: Narrative Processing and Effects

Abstract

Using data from a 2 (persuasive warning x no warning) by 2 (low cognitive load x high cognitive load) posttest only experiment, this study examined the differential effects of persuasive intent and cognitive load on narrative persuasion. The experiment utilized a shale gas extraction (fracking) story to investigate whether narratives are persuasive because audiences are unaware of persuasive intent, if the power of narratives has more to do with cognitive effort, or some combination therein. Results showed that the narrative message was more persuasive than the equivalent expository text. Additionally, there was an interaction between the impact of persuasive forewarning and cognitive load on attitudes.

Authors

• Jonathan Cohen, U of Haifa

• Heather LaMarre, Temple U