Testing the Explanatory Power of Two Measures of Narrative Involvement: An Investigation of the Influence of Transportation and Narrative Engagement on the Process of Narrative Persuasion

Achieving a more sophisticated understanding of narrative persuasion requires an examination of how the experience of narrative involvement influences persuasive resistance. In this study, we used a multiple message design approach to test two models of narrative involvement, one with transportation and the other with narrative engagement, with programs featuring persuasive stories about sexual and reproductive topics from primetime television. Although both transportation and the narrative engagement influenced processes related to changes in participants’ (N = 362) beliefs, attitudes, and behavioral intentions, the two scales influenced different cognitive and affective responses to the narratives. Transportation was positively related to enjoyment and the perception that the narrative topic was personally relevant. Narrative engagement predicted enjoyment and reduced reactance. Neither transportation nor narrative engagement significantly influenced cognitive elaboration or counterarguments, based on the application of a thought-listing procedure designed to measure counterarguments related to the realism of the narratives. Put together, these findings suggest that the study of narrative persuasion necessitates the use of different measurement instruments that can adequately assess the multidimensional nature and influence of narrative involvement.     

Brand placement disclosure effects on persuasion: The moderating role of consumer self‐control

The inclusion of branded products in media entertainment has become a popular marketing strategy, because viewers are less likely to recognize the persuasive intent of sponsored content as compared with traditional advertising. To guarantee fair communication and protect consumers against unobtrusive persuasion attempts, European media policy has obligated broadcasters to disclose the presence of brand placement in their television shows. Recent studies demonstrate that disclosures raise viewers' persuasion knowledge; however, the circumstances under which brand placement disclosures may affect brand evaluations and resistance to the persuasive impact of brand placement are still unclear. In two experiments, we uncovered self‐control depletion as an important moderator of disclosure effects on brand evaluations and resistance to brand placement influence. Whereas disclosures increase resistance and decrease persuasion for viewers not depleted of their self‐control, disclosures do not affect resistance and even result in more favorable brand evaluations when viewers' self‐control is depleted by a previous self‐control task. Because a state of self‐control depletion can be perceived as the “couch‐potato” mindset in which people expose themselves to entertaining television content, our findings imply that instead of protecting consumers from hidden persuasion, disclosures may unintentionally increase the persuasive effects of brand placement. We discuss several possible mechanisms that could explain our findings. Copyright © 2016 John Wiley & Sons, Ltd.     

On the Counterfactual Nature of Gambling Near‐misses: An Experimental Study

Research on gambling near‐misses has shown that objectively equivalent outcomes can yield divergent emotional and motivational responses. The subjective processing of gambling outcomes is affected substantially by close but non‐obtained outcomes (i.e. counterfactuals). In the current paper, we investigate how different types of near‐misses influence self‐perceived luck and subsequent betting behavior in a wheel‐of‐fortune task. We investigate the counterfactual mechanism of these effects by testing the relationship with a second task measuring regret/relief processing. Across two experiments (Experiment 1, n = 51; Experiment 2, n = 104), we demonstrate that near‐wins (neutral outcomes that are close to a jackpot) decreased self‐perceived luck, whereas near‐losses (neutral outcomes that are close to a major penalty) increased luck ratings. The effects of near‐misses varied by near‐miss position (i.e. whether the spinner stopped just short of, or passed through, the counterfactual outcome), consistent with established distinctions between upward versus downward, and additive versus subtractive, counterfactual thinking. In Experiment 1, individuals who showed stronger counterfactual processing on the regret/relief task were more responsive to near‐wins and near‐losses on the wheel‐of‐fortune task. The effect of near‐miss position was attenuated when the anticipatory phase (i.e. the spin and deceleration) was removed in Experiment 2. Further differences were observed within the objective gains and losses, between “clear” and “narrow” outcomes. Taken together, these results help substantiate the counterfactual mechanism of near‐misses. © 2017 The Authors Journal of Behavioral Decision Making Published by John Wiley & Sons Ltd.     

Transportation and Need for Affect in Narrative Persuasion: A Mediated Moderation Model

Two experiments investigated the idea that individual differences in need for affect are critical for narrative persuasion. Need for affect, that is, the disposition to approach emotions, was assumed to facilitate the experience of being transported into the mental world of the narrative. An intense experience of transportation, in turn, should enhance the persuasive impact of narrative information on readers' beliefs. A mediated moderation analysis was used to test these assumptions. In both experiments (N = 314), need for affect (approach) and transportation moderated the persuasive effects of a fictional narrative compared to a belief-irrelevant control story (Experiment 1) and the persuasive effects of a story with high emotional content compared to a story with low emotional content (Experiment 2). The moderator effects of need for affect were shown to be mediated by the moderator effects of transportation. In sum, the magnitude of a person's need for affect determines whether and to what extent the person experiences transportation into the story world and is persuaded by the information presented in the narrative.     

An examination of message-relevant affect in road safety messages: Should road safety advertisements aim to make us feel good or bad?

Drawing upon the multiple roles of affect posited by Elaboration Likelihood Model, the current paper examines the effectiveness of message-relevant affect. Specifically, humourous and fear-evoking anti-drink driving messages are examined in terms of perceptions of relative influence on self and others (i.e., the third-person effect) and their performance on a range of persuasion outcomes. The influence of involvement, response efficacy, and gender on persuasion outcomes is also examined. Participants (N = 201) viewed two advertisements and completed two questionnaires: the first, assessed pre-exposure attitudes and behaviour and immediate-post exposure attitudes and intentions; the second, 2–4 weeks later, assessed attitudes and behaviour. The results revealed, as predicted, interactions of the key variables and evidence of the greater persuasiveness of negative appeals immediately after exposure whilst greater improvement of positive appeals over time. The findings highlight the importance of continuing the exploration of positive appeals as a persuasive alternative to negative appeals.     

The effect of causal chain length on counterfactual conditional reasoning

We investigated German and Nichols' finding that 3‐year‐olds could answer counterfactual conditional questions about short causal chains of events, but not long. In four experiments (N =192), we compared 3‐ and 4‐year‐olds' performance on short and long causal chain questions, manipulating whether the child could draw on general knowledge to answer. We failed to replicate German and Nichols' result, finding instead that in two experiments (Experiments 1 and 3) there was no difference in performance on short and long causal chain questions and in two experiments (Experiments 2 and 4) children showed the opposite pattern: short causal chain questions were more difficult than long. These two unexpected patterns of results were replicated in a fifth study (N =97). Children with lower language ability found short causal chains more difficult than long. Performance by children with higher language ability was unaffected by the length of the causal chain they had to consider. We found no evidence that children showed precocious counterfactual thinking when asked about recent events in a causal chain and conclude that counterfactual thinking develops after 4 years of age.     

To trust or not to trust: How self‐construal affects consumer responses to interpersonal influence

Although people generally prefer persuasive messages that align with their self‐construal, the present research explores a seemingly paradoxical situation wherein mismatched message that does not align with people's self‐construal is positively received. Given sufficient cognitive capacity to trigger persuasion knowledge—the knowledge of persuasion tactics that are encountered in the marketplace, the use of an individually focused persuasion attempt on consumers with an interdependent self‐construal results in greater levels of trust in the sales agent. In contrast, consumers with an independent self‐construal respond similarly to different types of persuasion attempts. Persuasion knowledge is a mechanism for variations in trust. The findings replicate those of prior work, and the robustness of the effects is confirmed via small‐scale meta‐analysis.     

Source Credibility and Attitude Certainty: A Metacognitive Analysis of Resistance to Persuasion

Recent research (Tormala & Petty, 2002) has demonstrated that when people resist persuasion, they can perceive this resistance and become more certain of their initial attitudes. This research explores the role of source credibility in determining when this effect occurs. In two experiments, participants received a counterattitudinal persuasive message. When participants counterargued this message, they became more certain of their attitudes, but only when it came from a source with high expertise. When the message came from a source with low expertise, resisting it had no impact on attitude certainty. This effect was shown using both a traditional measure of attitude certainty (Experiment 1) and a well‐established consequence of certainty—the correspondence between attitudes and behavioral intentions (Experiment 2). In addition, the effect was confined to high elaboration conditions, and occurred even when participants were not explicitly instructed to counterargue. These results are consistent with a metacognitive framework proposed to understand resistance to persuasion.     

The effects of counterfactual defences on social judgements

Research on counterfactuals (‘If only…’) has seldom considered the effects of counterfactual communication, especially in a defensive context. In three studies, we investigated the effects of counterfactual defences employed by politicians. We assumed that self‐focused upward counterfactuals (‘If only I…, the outcome would have been better’) are a form of concession, other‐focused upward counterfactuals (‘If only they…, the outcome would have been better’) are a form of excuse, and self‐focused downward counterfactuals (‘If only I…, the outcome would have been worse’) are a form of justification. In Study 1, a counterfactual defence led to a more positive evaluation of the politician than a corresponding factual defence. Of the two types of defence, the counterfactual defence reduced the extent to which the politician was held responsible for the past event and was perceived as more convincing. In Study 2, counterfactual excuse and counterfactual justification were equally effective and led to a more positive evaluation of the politician than counterfactual concession. In Study 3, the higher effectiveness of counterfactual justification was independent from perceived ideological similarity with the politician, supporting the strength of this defence. These results show that counterfactual defences provide subtle communication strategies that effectively influence social judgements. Copyright © 2013 John Wiley & Sons, Ltd.     

Resisting persuasion by the skin of one's teeth: the hidden success of resisted persuasive messages

Recent research has suggested that when people resist persuasion they can perceive this resistance and, under specifiable conditions, become more certain of their initial attitudes (e.g., Z. L. Tormala & R. E. Petty, 2002). Within the same metacognitive framework, the present research provides evidence for the opposite phenomenon--that is, when people resist persuasion, they sometimes become less certain of their initial attitudes. Four experiments demonstrate that when people perceive that they have done a poor job resisting persuasion (e.g., they believe they generated weak arguments against a persuasive message), they lose attitude certainty, show reduced attitude-behavioral intention correspondence, and become more vulnerable to subsequent persuasive attacks. These findings suggest that resisted persuasive attacks can sometimes have a hidden yet important success by reducing the strength of the target attitude.     

Mindless resistance to persuasion: Low self‐control fosters the use of resistance‐promoting heuristics

In our consumer society, people are confronted on a daily basis with unsolicited persuasion attempts. The present research challenges the prevailing view that resisting persuasion is more likely to fail when consumers have low self‐control. Four experiments tested the hypothesis that impaired self‐regulation may actually facilitate resistance to persuasion when the influence context contains resistance‐promoting heuristics. Indeed, participants with low self‐control were less likely to comply with a persuasive request (Experiments 1 and 3), reported a less favourable attitude towards an advertised product (Experiment 2), and generated more negative responses towards a persuasive message (Experiment 4) than participants with high self‐control, when they could rely on resistance‐promoting heuristics: a violation of the norm of reciprocity (Experiments 1 and 3), an advertisement disclaimer (Experiment 2), or negative social proof (Experiment 4). Together, these studies demonstrate that contextual cues can bolster resistance when one does not carefully scrutinize an influence attempt.     

Mental undoing of actions and inactions in the absence of counterfactuals

Three studies investigated the emotional impact of actions and inactions in the long term when no counterfactuals were provided. Using the investment scenario, Byrne and McEleney (2000) showed that people did not regret inaction more than action in the long term when they knew the counterfactuals of both. In the present Experiments 1 and 2, it was found that when both counterfactuals were not known, people still judged that actions would be regretted more than inactions not only in the short term but also in the long term. In Experiment 3, the actor and the non‐actor were judged separately. As expected, no emotional difference was found between them, but the actor was attributed worse feelings in the long term than in the short term.     

Safety and the True–True Problem

Standard accounts of semantics for counterfactuals confront the true–true problem: when the antecedent and consequent of a counterfactual are both actually true, the counterfactual is automatically true. This problem presents a challenge to safety‐based accounts of knowledge. In this paper, drawing on work by Angelika Kratzer, Alan Penczek, and Duncan Pritchard, we propose a revised understanding of semantics for counterfactuals utilizing machinery from generalized quantifier theory which enables safety theorists to meet the challenge of the true–true problem.     

Source Personality and Persuasiveness: Big Five Predispositions to Being Persuasive and the Role of Message Involvement

In the present studies we incorporate a Person × Situation perspective into the study of the persuasion source. Specifically, we aimed to identify the personality characteristics of the persuasive individual and test the moderating role of target and source involvement. In three studies we found support for hypothesized relationships between source persuasiveness and Extraversion, Neuroticism, and Openness to Experience, and evidence for a moderating effect of involvement. In a preliminary study (N = 66, M_age = 22.7, 64% female), we demonstrated expected differences in the personality ratings assigned to a hypothetical persuasive versus nonpersuasive individual. In Study 1 (N = 95, M_age = 24.1, 62% female), through sets of two‐person debates, we showed that source Extraversion and Openness to Experience were positively, and Neuroticism negatively, associated with source persuasiveness. In Study 2 (N = 148, M_age = 24.3, 61% female), we manipulated the level of involvement and mostly replicated the results from Study 1, but, corresponding with our predictions, only when involvement was low. Our findings demonstrate the relevance of an interactionist approach to the study of persuasion, highlighting the role of personality in the study of the persuasion source.     

Can disclosures lead consumers to resist covert persuasion? The important roles of disclosure timing and type of response

While sponsorship disclosure is proposed as a remedy for covert marketing, i.e., tactics such that the persuasive nature of the communication is not clear to consumers, little is known about whether or when disclosures prompt consumers to correct for persuasion. Three experiments reveal that covert marketing, in the form of subtle product placements, can increase brand recall and attitudes but that both instructions to avoid influence and mere disclosure of sponsorship can lead to correction. The first experiment demonstrates that consumers are able to correct both brand attitudes and stated recall when there are instructions to avoid influence. The following two experiments show that mere sponsorship disclosure can evoke use of persuasion knowledge for correction. However, disclosure timing differentially influences correction for recall and attitudes. Disclosure prior to exposure to the covert marketing tactic leads only to correction for effects on recall; attitude is as high with a prior disclosure as with placement with no disclosure. Disclosure after placement provides general correction of the impact of the covert marketing tactic on both recall and attitudes.     

Elusive Counterfactuals

I offer a novel solution to the problem of counterfactual skepticism: the worry that all contingent counterfactuals without explicit probabilities in the consequent are false. I argue that a specific kind of contextualist semantics and pragmatics for would‐ and might‐counterfactuals can block both central routes to counterfactual skepticism. One, it can explain the clash between would‐ and might‐counterfactuals as in: (1) If you had dropped that vase, it would have broken. and (2) If you had dropped that vase, it might have safely quantum tunneled to China. Two, it can explain why counterfactuals like (1) can be true despite the fact that quantum tunneling worlds are among the most similar worlds. I further argue that this brand of contextualism accounts for the data better than other existing solutions to the problem.     

Being nice by choice: The effect of counterfactual reasoning on children's social evaluations

The ability to engage in counterfactual thinking (reason about what else could have happened) is critical to learning, agency, and social evaluation. However, not much is known about how individual differences in counterfactual reasoning may play a role in children's social evaluations. In the current study, we investigate how prompting children to engage in counterfactual thinking about positive moral actions impacts children's social evaluations. Eighty-seven 4-8-year-olds were introduced to a character who engaged in a positive moral action (shared a sticker with a friend) and asked about what else the character could have done with the sticker (counterfactual simulation). Children were asked to generate either a high number of counterfactuals (five alternative actions) or a low number of counterfactuals (one alternative action). Children were then asked a series of social evaluation questions contrasting that character with one who did not have a choice and had no alternatives (was told to give away the sticker to his friend). Results show that children who generated selfish counterfactuals were more likely to positively evaluate the character with choice than children who did not generate selfish counterfactuals, suggesting that generating counterfactuals most distant from the chosen action (prosociality) leads children to view prosocial actions more positively. We also found age-related changes: as children got older, regardless of the type of counterfactuals generated, they were more likely to evaluate the character with choice more positively. These results highlight the importance of counterfactual reasoning in the development of moral evaluations.

Research Highlights

• Older children were more likely to endorse agents who choose to share over those who do not have a choice.
• Children who were prompted to generate more counterfactuals were more likely to allocate resources to characters with choice.
• Children who generated selfish counterfactuals more positively evaluated agents with choice.
• Comparable to theories suggesting children punish willful transgressors more than accidental transgressors, we propose children also consider free will when making positive moral evaluations.

     

The Role of a Narrative's Emotional Flow in Promoting Persuasive Outcomes

The study of narrative persuasion has increased dramatically in the past decade. Whereas much of this research focuses on story and character involvement, the role of emotion—and emotional flow specifically—has been understudied. In this article, we explore the multiple ways that the desire for and the experience of emotional shifts may promote the persuasive influence of narratives. First, we propose that the desire for an emotional shift (e.g., mood management) can guide message selection. Then, the emotional flow, or the series of emotional shifts in response to the unfolding story, may promote and sustain continued engagement with the narrative world. As such, influence of the narrative is likely enhanced. We then argue that the heightened state of narrative engagement and its associated emotional states have implications for post-message attitudes, both short-term attitude change as well as over-time change via emotion-driven topic involvement and social sharing. A research agenda for greater integration of emotion into narrative research is proposed.     

Persuasive Impact of Organizational Value Statements in a Recruitment Context1

Two experiments were conducted to examine the persuasive impact of different types of evidence supporting an organizational recruitment message. In the first experiment, information on organizational values, presented in a recruitment brochure, was supported using statistical, anecdotal, or no evidence. Graduating university students who were attending a job fair (N = 69) were most attracted to the company as an employer when statistical evidence was presented. In the second study, an employed sample (N= 172) received organizational value evidence in the context of either a recruitment brochure or a community newspaper article. Whereas we replicated the findings of the first study in the brochure condition, we found that anecdotal information was most persuasive in the newspaper condition. We conclude that predicting the persuasive impact of evidence for organizational values requires knowledge of both the type of evidence to be employed and the medium in which that evidence is conveyed.     

Politics,concern for future generations,and the environment: Generativity mediates political conservatism and environmental attitudes

Climate change and pollution impact those alive today as well as future generations, suggesting that attitudes toward future generations may be linked with environmental attitudes. Despite the widespread impact of the environmental on human lives, there is considerable partisan divide in the United States with regards to environmental issues. We investigated relationships between political conservatism, generativity, and environmental attitudes in two studies (N = 429 and N = 618). Political conservatism was associated with lower pro‐environmental attitudes; however, political conservatism was also associated with higher generativity and had a positive indirect effect on pro‐environmental attitudes through higher generativity. More politically conservative individuals may have greater concern for future life and thereby have more pro‐environmental attitudes even while having lower pro‐environmental attitudes overall. These results likely reflect partisan polarization with regard to environmental issues. Pro‐environmental messages may be more persuasive for conservatives if they are linked to concerns about future generations.