Narratives may not be as powerful as rumored: The persuasive impact of narrative types in the context of colorectal cancer screening
2021-08
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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
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2021-08
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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.
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University of Minnesota M.A. thesis.August 2021. Major: Mass Communication. Advisors: Emily Vraga, Marco Yzer. 1 computer file (PDF); v, 62 pages.
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Ma, Ran. (2021). Narratives may not be as powerful as rumored: The persuasive impact of narrative types in the context of colorectal cancer screening. Retrieved from the University Digital Conservancy, https://hdl.handle.net/11299/259563.
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