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Persuasion and Counter Persuasion: The Impact of Narratives in Health Promotion

Sun, May 27, 8:00 to 9:15, Hilton Prague, Floor: L, Barcelona

Abstract

Is attitude induced by narratives able to resist the influence of competing messages? Can narratives effectively persuade individuals when used for counter persuasion? In the context of a health campaign advocating radiotherapy, the study examined these questions employing a 2 (Initial message: narrative vs. rhetorical) × 2 (Subsequent competing message: narrative vs. rhetorical) × 2 (Time: post-message1 vs. post-message2) mixed-design experiment (N = 457). Findings revealed that the narrative pro-radiotherapy message not only enhanced the immediate issue attitude, but also produced a carryover impact on attitude after exposure to the subsequent competing message. The carryover impact was generated via two distinct pathways. Enhanced memory accessibility was critical to the cognitive route; the heightened narrative engagement, self-referencing, and counter-arguing with the subsequent message explained the experiential process. Moreover, the narrative competing message elicited a greater attitude change than the rhetorical competing message. Theoretical and practical implications are discussed.

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