Department of Sociology and Communication, Faculty of Social Sciences, Campus Unamuno (Edificio FES), 37007 Salamanca, Spain.
Int J Environ Res Public Health. 2020 Oct 5;17(19):7281. doi: 10.3390/ijerph17197281.
Narrative messages are increasingly being used in the field of tobacco prevention. Our study is based on narrative persuasion and aims to analyze the psychological mechanisms that explain why the narrative voice is relevant to promote persuasive impact. An online experiment with a 2 (narrative voice) × 2 (message) factorial design was carried out. Participants (525 adult smokers) were randomly assigned to two experimental conditions (first-person versus third-person narrative message). To increase the external validity of the study, two different messages were used within each condition. After reading the narrative message the mediating and dependent variables were evaluated. Participants who read the narrative in the first person experienced greater identification. Moreover, mediational analysis showed that both counterarguing and cognitive elaboration played a significant role in the relationship between narrative voice, identification, and persuasive impact. This study confirm that narrative voice is not only an anecdotal formal choice but that it indirectly affects variables related to tobacco prevention, due to the fact that first-person messages activate a mechanism of affective connection with the message (increasing the identification with the protagonist) that decreases resistance to prevention (the counterarguing process) while simultaneously stimulating reflection or cognitive elaboration.
叙事信息在烟草预防领域的应用日益增多。本研究基于叙事说服理论，旨在分析解释叙事声音如何与促进说服力相关的心理机制。我们进行了一项包含 2（叙事声音）×2（信息）的实验，共有 525 名成年吸烟者参与。参与者被随机分配到两个实验条件（第一人称叙事和第三人称叙事）。为了提高研究的外部有效性，每个条件下都使用了两种不同的信息。阅读完叙事信息后，评估了中介和因变量。阅读第一人称叙事信息的参与者经历了更大的认同。此外，中介分析表明，反驳和认知加工在叙事声音、认同和说服效果之间的关系中都起着重要作用。本研究证实，叙事声音不仅是一种轶事形式的选择，而且由于第一人称信息激活了与信息的情感联系机制（增加了对主角的认同），从而降低了对预防的抵制（反驳过程），同时刺激了反思或认知加工，间接影响与烟草预防相关的变量。
