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.