Browsing by Author "Ma, Ran"

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    Narratives may not be as powerful as rumored: The persuasive impact of narrative types in the context of colorectal cancer screening
    (2021-08) Ma, Ran
    Narratives are found to be a promising tool of persuasion in health communication. Yet it is unclear what type of narratives function best. The primary objective of this study is to experimentally examine the effects of a narrative with a positive outlook, i.e. restorative narrative, and a narrative with a negative outlook, i.e. negative narrative, on colorectal cancer (CRC) knowledge, intention to seek CRC information and get CRC screening. I also tested whether exposure to CRC facts following a narrative can moderate narrative effects. Participants (N = 600 before screening, n = 359 after screening) read one of the narrative or nonnarrative messages with or without a fact sheet about CRC. The results indicated no difference in persuasive effects among different types of narratives, no moderation effect of exposure to CRC facts, but a positive influence of factual information on CRC knowledge. Implications of the results are discussed.