TY - JOUR
T1 - Impact of narratives on persuasion in health communication
T2 - A meta-analysis
AU - Shen, Fuyuan
AU - Sheer, Vivian C.
AU - Li, Ruobing
N1 - Publisher Copyright:
Copyright © 2015, American Academy of Advertising.
PY - 2015/4/3
Y1 - 2015/4/3
N2 - This meta-analysis assessed the persuasive effects of narratives in health communication. A search of the literature identified 25 studies (N = 9,330) that examined the effects of narratives on persuasion as measured by changes in attitudes, intentions, and behaviors. Analyses of the effect sizes indicated that, overall, narratives had a small impact on persuasion (r =.063, p <.01). Narratives delivered via audio and video produced significant effects; print-based narratives, however, did not exhibit a significant impact. Further, not all health issues were equally affected by narrative messages aiming at intervention. Those narratives that advocated detection and prevention behaviors led to significant effects, whereas those advocating cessation behaviors did not have significant effects. These findings offer both theoretical and practical implications.
AB - This meta-analysis assessed the persuasive effects of narratives in health communication. A search of the literature identified 25 studies (N = 9,330) that examined the effects of narratives on persuasion as measured by changes in attitudes, intentions, and behaviors. Analyses of the effect sizes indicated that, overall, narratives had a small impact on persuasion (r =.063, p <.01). Narratives delivered via audio and video produced significant effects; print-based narratives, however, did not exhibit a significant impact. Further, not all health issues were equally affected by narrative messages aiming at intervention. Those narratives that advocated detection and prevention behaviors led to significant effects, whereas those advocating cessation behaviors did not have significant effects. These findings offer both theoretical and practical implications.
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U2 - 10.1080/00913367.2015.1018467
DO - 10.1080/00913367.2015.1018467
M3 - Article
AN - SCOPUS:84929146496
SN - 0091-3367
VL - 44
SP - 105
EP - 113
JO - Journal of Advertising
JF - Journal of Advertising
IS - 2
ER -