TY - JOUR
T1 - Bedtime Stories that Work
T2 - The Effect of Protagonist Liking on Narrative Persuasion
AU - Robinson, Melissa J.
AU - Knobloch-Westerwick, Silvia
N1 - Publisher Copyright:
© 2016 Taylor & Francis.
PY - 2017/3/4
Y1 - 2017/3/4
N2 - The experiment described in this article draws on affective disposition theory to clarify how protagonist likeability influences participants’ sleep hygiene-related self-efficacy and outcome expectations immediately after media exposure and 3 days later. Results indicate that protagonist likeability is an important factor in narrative persuasion. Protagonist likeability did not directly affect participants’ sleep hygiene-related self-efficacy immediately postexposure, but it did influence self-efficacy 3 days later. The dislikeable protagonist influenced self-efficacy more than the likeable protagonist. Further, protagonist likeability did not directly affect outcome expectations either immediately postexposure or 3 days later. However, mediation analyses demonstrated that protagonist likeability indirectly influenced both self-efficacy and outcome expectations via perceived liking of the protagonist immediately after exposure and 3 days later. Implications of these findings are further discussed.
AB - The experiment described in this article draws on affective disposition theory to clarify how protagonist likeability influences participants’ sleep hygiene-related self-efficacy and outcome expectations immediately after media exposure and 3 days later. Results indicate that protagonist likeability is an important factor in narrative persuasion. Protagonist likeability did not directly affect participants’ sleep hygiene-related self-efficacy immediately postexposure, but it did influence self-efficacy 3 days later. The dislikeable protagonist influenced self-efficacy more than the likeable protagonist. Further, protagonist likeability did not directly affect outcome expectations either immediately postexposure or 3 days later. However, mediation analyses demonstrated that protagonist likeability indirectly influenced both self-efficacy and outcome expectations via perceived liking of the protagonist immediately after exposure and 3 days later. Implications of these findings are further discussed.
UR - http://www.scopus.com/inward/record.url?scp=84976307933&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84976307933&partnerID=8YFLogxK
U2 - 10.1080/10410236.2016.1138381
DO - 10.1080/10410236.2016.1138381
M3 - Article
C2 - 27267811
AN - SCOPUS:84976307933
SN - 1041-0236
VL - 32
SP - 339
EP - 346
JO - Health Communication
JF - Health Communication
IS - 3
ER -