- The effectiveness of adaptation of the protagonist in narrative persuasion
- Conference papers: International Communication Association: annual meeting
- Document type
- Faculty of Social and Behavioural Sciences (FMG)
- Amsterdam School of Communication Research (ASCoR)
This study tests whether the adaptation of a narrative’s protagonist to be similar to readers increases narrative persuasion in the health domain. A between-subjects (N = 220) experiment was conducted that varied the similarity of the protagonist to the participants. Results showed that participants who read the version with a similar protagonist perceived themselves to be more at risk of the disease that the protagonist was diagnosed with and felt more efficacy to deal with the symptoms of this disease, than participants who read the version with a dissimilar protagonist. These effects were mediated by self-referencing, indicating that adaptation of a protagonist to be similar to readers makes readers relate the story to themselves, which in turn increases narrative persuasion.
- Proceedings title: Paper presented at the annual meeting of the International Communication Association, Hilton Metropole
Hotel, London, England, Jun 17, 2013
Publisher: International Communication Association
Place of publication: Washington, DC
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