Date post: | 22-Dec-2015 |
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Goal of the research.
To determine the influence of
1. message format (narrative versus factual)
2. message modality ( written versus audio)
On the persuasiveness of a health message.
Study 1 & Study 2
• Topic of the message– Diet (Study 1)
• Drinking water can help you to loose weight.
– College binge drinking (Study 2)• Moderating drinking during college parties
Method Independent variables
1. Relevance and importance assessment. – Is it important for you to change your diet? (Study1)– Is it important for you to change your drinking habits (Study 2)
2. Message about drinking water to loose weight (Study1) / about harmful consequences of overdrinking (Study 2)
– “Dry facts”– Narrative.
• Modality – Written text– Audio recording
MethodDependent variables
• Persuasion– How convincing the message was? – Do you believe,
• drinking water is helpful for loosing weight? (Study1)• drinking too much is harmful (Study 2)
– Do you intend to • start drinking more pure water? (Study 1)• moderate your drinking (Study 2)
• Transportation – (A level of story absorption) (Study 2)
Hypotheses
• Participants who are highly interested in the topic will be more convinced by the “factual” message than by the “narratives” and vice versa.
• “Narratives” will be more convinced in an “audio” format.
ResultsStudy 1
Main effects
1
2
3
4
5
6
7
Pers
uasi
on
Low High
Relevance
1
2
3
4
5
6
7
Pers
uasi
on
Factual Narratives
Message type
People concerned about their weight were more convinced in general.
F(1,183) = 14.45; p < .001 p = .609
Both types of message (factual and narrative) are
equally convincing.
Message type and modality
3
3.5
4
4.5
5
5.5
6
Per
suas
ion
(1
- 7)
Written Audio
Channel
Factual
Narrative
F (1,183) = 4.75; p < .04
Written – factual is more persuasiveAudio – narrative is more persuasive
Modality and importance
3
3.5
4
4.5
5
5.5
6
Per
suas
ion
(1
- 7)
Low High
Importance to change
Audio
Written
F (1,183) = 10.11; p < .01
High relevance – written message is more persuasiveLow relevance – audio message is more persuasive
Message type and Importance
1
2
3
4
5
6
7
Per
suas
ion
Low High
Importance to change
Factual
Vignette
High importance – factual is more persuasiveLow importance - vignettes
F (1,183) = 2.78, p <.1)
Message type, importance and modality.
• “Low involved” people are more convinced by narratives, especially in an audio format.
• “Highly involved” people are more convinced by factual message, especially in a written format.
1
2
3
4
5
6
7
Pers
uasio
n
Low High
Relevance
Written
1
2
3
4
5
6
7
Pers
uasio
n
Low High
Relevance
Audio
ResultsStudy 2
Main effects
1
2
3
4
5
6
7
Pers
uasi
on
Low High
Relevance
1
2
3
4
5
6
7
Pers
uasi
on
Factual Narrative
Message type
People concerned about their drinkingwere more convinced in general.
F(1,186) = 11.287; p < .002 F(1,186) = 3.726; P < .06
Factual message is more convincing than a narrative message
Message type and modality
3
3.5
4
4.5
5
5.5
6
Per
suas
ion
(1
- 7)
Written Audio
Modality
Factual
Narrative
F (1,186) = 3.194; p < .08
Written – factual is more persuasiveAudio – same
Message type and Importance
1
2
3
4
5
6
7
Per
suas
ion
Low High
Importance to change
Factual
Narrative
High relevance – factual is more persuasiveLow relevance – no difference
F (1,186) = 2.78; p < .1
Who should be the target population?
• Those who don’t drink – cannot moderate their drinking.
Message type and modality (“Drinkers” only)
3
3.5
4
4.5
5
5.5
6
Per
suas
ion
(1
- 7)
Written Audio
Modality
Factual
Narrative
F (1,116) = 3.76; p < .06
Written – factual is more persuasiveAudio – narrative is more persuasive
Message type and Importance (“Drinkers” only)
1
2
3
4
5
6
7
Per
suas
ion
Low High
Importance to change
Factual
Narrative
High relevance – factual is more persuasiveLow relevance – narrative is more persuasive
F (1,116) = 4.26; p < .05
Transportation(Level of story absorption) (Green & Brock, 2002)
• Narratives > Factual (F (186) =7.14 , p < .01)• Transportation is correlated with persuasion
– (r (186) = .26 , p < .01 )
• However
rHigh importance
.308 (p < .01)
Low importance .03 (p = .8)
Only for “low involved” participants
Conclusions and recommendations
• If you can use two different channels…– Do audio recording for narratives and write
facts.
• If you know your audience…– For highly involved people
• Use text
– For low involved people (to draw attention)• Use audio
Conclusions and recommendations
• If you can vary everything (audience, channel and message type)…– Use audio narratives for “low involved”
people.– Use written facts for “highly involved” people.