Sometimes stories sell: When are narrative appeals most likely to work?

Research has demonstrated that narratives can be effective in eliciting attitude change, especially when recipients become transported into the narrative. In three studies, we addressed whether some people are predisposed to be influenced by narratives and whether narrative and rhetorical appeals are differentially effective for different people. In Study 1, participants read an experimental or a control narrative, and completed measures of attitudes, need for affect (NFA), need for cognition (NFC), transportation, and transportability. The results revealed that NFA and NFC were positively correlated with transportation and transportability. In Study 2, participants read either a narrative appeal or a rhetorical appeal about cervical cancer and completed a measure of attitudes and the individual difference constructs. Study 3 was a replication of Study 2 using a different topic (organ donation). In both studies, the results revealed a consistent pattern of correlations among the individual difference measures. Further, we found that although the narrative and rhetorical appeals were judged to be of equal efficacy, the persuasiveness of the narrative appeal differed as function of individual differences in NFA and NFC. The implications for narrative persuasion are discussed. Copyright © 2011 John Wiley & Sons, Ltd.     

Changing self-reported physical activity using different types of affectively and cognitively framed health messages,in a student population

The present research focused upon the power of different messages to increase self-reported physical activity (PA). Five hundered and ninety six participants were randomised to one of five conditions that varied in the content of message: short-term affective, short-term cognitive, long-term affective, long-term cognitive and a no message control. PA was measured at baseline and follow-up (seven days later) was done using the Godin Leisure Time Exercise Questionnaire over the subsequent seven day period. The affective short-term message (ASM) was shown to be equally effective at increasing self-reported PA as a cognitive long-term message. Furthermore, when controlling for baseline activity levels, the ASM emerged as being the message that produced the highest levels of self-reported PA at follow-up. The findings point to the value of distinguishing between health messages in terms of the focus on affective and cognitive outcomes and the temporal nature of the outcomes (short-term or long-term).     

When message tailoring backfires: The role of initial attitudes in affect–cognition matching

This research explores when and how tailoring messages to attitudinal bases backfires. Study 1 demonstrated that for attitudes (toward education subsidies) that were based more on beliefs than emotions, recipients whose initial attitudes were incongruent with the message position (i.e., message opponents) showed mismatching effects, such that the affective message was more persuasive than the cognitive message. Study 2 replicated these mismatching effects among message opponents for attitudes (toward a rival university) that were primarily affective. Study 3 controlled for effects of initial attitude certainty and replicated the mismatching effects of Study 2 for affective attitudes toward an increase in tuition. Finally, Study 4 suggested a potential mechanism for mismatching effects, revealing that for attitudes (toward an online course management system) that were based more on beliefs than emotions, message opponents counter‐argued with the cognitive appeal more intensely than the affective appeal. Contrary to the notion in the extant literature that mismatching effects are relatively rare compared with matching effects, the current research suggests that mismatching effects occur for both primarily affective and cognitive attitudes when the recipient is highly opposed to the message position. The present findings also demonstrate the utility of examining attitudinal bases at the object level in the context of message tailoring. Implications for message tailoring and for affective versus cognitive attitudes are discussed. Copyright © 2013 John Wiley & Sons, Ltd.     

Beyond cognition: predicting health risk behaviors from instrumental and affective beliefs.

OBJECTIVE: Two studies assessed the relative contribution of affective and instrumental beliefs to the prediction of 2 risk behaviors: driving above the speed limit and smoking. DESIGN: Both studies took the form of large-scale questionnaire surveys (Study 1, N=292; Study 2, N=500) measuring instrumental and affective beliefs and self-reported behavior. In both cases, behavior was also measured objectively. OUTCOME MEASURES: In Study 1, speeding behavior was measured via infrared camera along sections of road with 30 mph, 40 mph, and 60 mph speed limits. Self-reports of speeding in these same contexts represented a 2nd dependent variable. In Study 2, level of smoking was measured via a carbon monoxide monitor, and participants were asked to indicate the number of cigarettes they smoked in a week. RESULTS: In Study 1, positive and negative instrumental and affective beliefs were significant predictors of self-reported speed. The most powerful predictor was negative affective beliefs. Observed speed was predicted by negative affective beliefs only. In Study 2, the significant predictors of self-reported smoking and objective measures of smoking were positive and negative affective beliefs. CONCLUSION: The findings indicate the importance of affective beliefs across 2 health risk behaviors. Implications for social cognition models and interventions are discussed.     

Factors underlying expectancies of success and achievement: the influential roles of need for cognition and general or specific self-concepts

It has been assumed that task-specific self-concepts are more important than general self-concepts in determining expectancies of success and subsequent achievement. The authors argue here that the influence varies depending on need for cognition (NFC). Findings from Study 1 (N=104) showed that expectancies of success in an academic task could be predicted from specific self-concept for individuals with a high NFC and from general self-concept for individuals with a low NFC. In Study 2 (N=193), where cognitive load was manipulated, given a high cognitive load, only general self-concept was predictive of success expectancies, independent of NFC. In Study 3 (N=197), given a high relevance of correct expectancy ratings, only specific self-concept was predictive of expectancies and actual achievement, independent of NFC. In Studies 4 and 5, the results from Study 1 concerning the prediction of expectancies (as well as achievement) reappeared in a physical and a social domain.     

Integrating the Unified Theory and Stages of Change to Create Targeted Health Messages

This study investigates the effects of targeted health messages toward reducing fat consumption by applying the unified theory of behavior change ( Fishbein et al., 2001 ) and the stages of change model. In Study 1, affect and outcome expectancies significantly discriminated individuals within each stage of change. In Study 2, affect was more effective in changing intention for precontemplative individuals, whereas outcome expectancies were more effective in changing intention for contemplative individuals. Gender was a higher-order moderator of this relationship: Precontemplative males were more influenced by an affective message, whereas contemplative males were more affected by a cognitive message. For females, a cognitive message was more effective for precontemplative individuals. There were no differences between the messages for contemplative females.     

Should persuasion be affective or cognitive? The moderating effects of need for affect and need for cognition

Three experiments tested the hypothesis that need for affect and need for cognition influence receptivity to affect- and cognition-based persuasive messages. Experiment 1 found that an affective message elicited more positive attitudes among individuals high in need for affect and low in need for cognition, whereas a cognitive message elicited more positive attitudes among individuals low in need for affect and high in need for cognition. Experiment 2 found that individual differences in need for affect influenced receptivity to an affect-based (but not cognition-based) message, whereas individual differences in need for cognition influenced receptivity to a cognition-based (but not affect-based) message. Experiment 3 found that individual differences in need for affect were associated with increased recognition of information from an affect-based (but not cognition-based) message, whereas individual differences in need for cognition were associated with increased recognition of information from a cognition-based (but not affect-based) message. Overall, the studies point to the importance of individual differences in need for affect and need for cognition in understanding how individuals respond to different types of persuasive messages.     

Opening closed minds: the combined effects of intergroup contact and need for closure on prejudice

Five studies tested whether need for closure (NFC) moderates the relation between intergroup contact and prejudice toward immigrants. The results consistently showed that intergroup contact was more strongly associated with reduced levels of prejudice among people high in NFC compared to people low in NFC. Studies 1 (N = 138 students) and 2 (N = 294 adults) demonstrated this moderator effect on subtle, modern, and blatant racism. Study 2 also replicated the moderator effect for extended contact. An experimental field study (Study 3; N = 60 students) provided evidence of the causal direction of the moderator effect. Finally, Studies 4 (N = 125 students) and 5 (N = 135 adults) identified intergroup anxiety as the mediator through which the moderator effect influences modern and blatant racism as well as hostile tendencies toward immigrants. The role of motivated cognition in the relation between intergroup contact and prejudice is discussed.     

Need for closure and heuristic information processing: The moderating role of the ability to achieve the need for closure

In contrast to the ample research that shows a positive relationship between the need for closure (NFC) and heuristic information processing, this research examines the hypothesis that this relationship is moderated by the ability to achieve closure (AAC), that is, the ability to use information‐processing strategies consistent with the level of NFC. Three different operationalizations of heuristic information processing were used: recall of information consistent with the impression (Study 1); pre‐decisional information search (Study 2); and stereotypic impression formation (Study 3). The results of the studies showed that there were positive relationships between NFC and heuristic information processing when participants assessed themselves as being able to use cognitive strategies consistent with their level of NFC (high AAC). For individuals with low AAC, the relationships were negative. Our data show that motivation–cognition interactions influence the information‐processing style.     

Need for Cognition Moderates Responses to Framed Smoking‐Cessation Messages1

Smoking‐cessation messages usually emphasize the costs of continuing to smoke (loss‐framed). However, prospect theory suggests that messages that instead emphasize the benefits of quitting smoking (gain‐framed) could be more effective than loss‐framed messages because smoking cessation is likely viewed as a cancer‐prevention behavior with a certain rather than a risky outcome. In this study, smokers at public events read brochures containing brief gain‐ or loss‐framed smoking‐cessation messages. The influence of framing was moderated by participants' need for cognition (NFC). Individuals lower in NFC had greater intention to quit after reading a gain‐framed message than after reading a loss‐framed message a finding consistent with our predictions whereas framing did not affect the persuasiveness of messages among people higher in NFC.     

Organizational identification and the communication of identity: effects of message characteristics on cognitive and affective identification

This paper reports an experimental study (N= 321) that tests how the cognitive and affective component of organizational identification (OI) can be affected by peripheral characteristics of organizational communication. Results show that adding cues in emails that signal organizational identity, such as the company logo, font, and colour of text, positively affect the cognitive component of OI, but not the affective component. In contrast, a personal focus in the message had a positive effect on the affective, but not on the cognitive component of OI. This study supports the idea that OI is a multi-faceted construct comprising a cognitive and affective component, and that these different components can be affected by different characteristics of organizational email messages.     

Measuring Television Message Complexity as Available Processing Resources: Dimensions of Information and Cognitive Load

This article further tests the theoretical hypotheses supporting the use of number of camera changes (cc) and information introduced (ii) as indicators of resources allocated and resources required to process television messages. These two measures, combined, yield an indicator of available resources and can, therefore, be used as an indicator of television message complexity. Previous research has validated their use, averaged over time, as a global measure of message complexity. The two studies reported here test the underlying local complexity predictions and present support from two studies for the ii, cc combination as a valid indicator of local message complexity. Study 1 demonstrates that when a camera change has an increasing number of ii dimensions available resources become scarcer, eventually reaching cognitive overload. Study 2 examines the relative level of resources required for each of the seven dimensions, and demonstrates that specific theoretical groupings of dimensions (novelty, motivational, and cognitive) show differential impact on available resources. Results show that the individual dimensions increase required resources as predicted and that emotion change is the most cognitively taxing dimension. Together, the two studies increase our understanding of how the number of dimensions each individual dimension of ii increases cognitive load and provide strong support for the measure as an indicator of local message complexity.     

Abstractness and Messages Describing Consequences Promote Healthier Behavioral Intentions

Many health-risk behaviors present a self-control conflict in which the short-term outcomes of an action conflict with its long-term consequences. Across three studies, we find that an abstract construal level leads people to focus on long-term rather than short-term consequences when both are described in a message (vs. no message). Studies 1 and 2 explore this hypothesis through a risk behavior (snacking on sugary products), and Study 3 does the same through a health behavior (physical exercise). In Study 1, the Behavioral Identification Form scale is used to measure the construal level as a personal disposition; Studies 2 and 3 use a priming task designed by Freitas, Gollwitzer, and Trope to manipulate the construal level. All these studies show that, under an abstract mindset, people who have read a mixed-outcome message (vs. no message) tend to base their behavioral plans on long-term outcomes. Individually or in small groups (e.g. school class, therapy groups) health messages can be presented along with protocols to change construal level and thus, promote healthier intentions.     

THE AFFECTIVE CONSEQUENCES OF MINIMIZING WOMEN'S BODY IMAGE CONCERNS

We propose that women regularly anticipate and receive messages from others that trivialize the severity of their body image concerns. Moreover, we suggest that these minimizing messages can heighten women's negative affective reactions to body image threats, particularly if they internalize them. Two studies provided support for these ideas. In Study 1, women and men estimated the likelihood that others would minimize the feelings of a woman who felt badly about her body. As expected, women estimated a high likelihood of minimization. In Study 2, women internalized or rejected a message that either minimized or validated the severity of body image concerns before undergoing a body image threat themselves. Women felt heightened negative affect following the threat if they internalized the minimizing message, but they maintained their prethreat affective state if they rejected the minimizing message or internalized the validating message. The discussion focuses on the implications of these findings for research on effective social support and clinical interventions.     

“When the going gets tough,the tough get going”: Motivation towards closure and effort investment in the performance of cognitive tasks

Previous studies have demonstrated that the need for closure (NFC), which refers to an individual’s aversion toward uncertainty and the desire to quickly reduce it, leads to reluctance to invest effort in judgments and decision making. However, we argue that NFC may lead to either an increase or a decrease in effort depending on the availability of easy vs. difficult means to achieve closure and perceived importance of the task goal. We found that when closure could be achieved via both less and more demanding means, NFC was associated with decreased effort unless the task was perceived as important (Study 1). However, when attaining closure was possible via demanding means only, NFC was associated with increased effort, regardless of the task importance (Study 2). Moreover, NFC was related to choosing a more instrumental strategy for the goal of closure, even if this strategy required effort (Study 3). The results are discussed in the light of cognitive energetics theory.     

An experimental test of the relationship between voice intonation and persuasion in the domain of health

Objective: In the process of behaviour change, intonation of speech is an important aspect that may influence persuasion when auditory messages are used. In two experiments, we tested to what extent different levels of intonation are related to persuasion and whether for some recipients the threat posed by the message information might become too strong to face.

Design: In Study 1, 130 respondents listened to a health message with either a low, moderate or high level of intonation. In Study 2 (N?=?143), the same manipulations of intonation were applied but half of the respondents were affirmed before they listened to the persuasive message. Intention to increase fruit and vegetable intake was used as a dependent variable.

Results: Both studies showed that high intonation led to a significant drop in intention among respondents who perceived their own health as good. After self-affirmation, persuasion was increased.

Conclusion: A high level of intonation seems to induce self-regulatory defences in people who do not see the necessity to change their health behaviour, whereas people with poor perceived health might perceive potential to change. The use of a normal level of intonation in auditory health messages is recommended.     

Working models of attachment shape perceptions of social support: evidence from experimental and observational studies

Two studies examined the association between attachment style and perceptions of social support. Study 1 (N = 95 couples) used an experimental paradigm to manipulate social support in the context of a stressful task. Insecure participants (anxious and avoidant) who received low-support messages appraised these messages more negatively, rated a prior behavioral interaction with their partner as having been less supportive, and performed significantly worse at their task compared with secure participants. Study 2 (N = 153 couples) used a similar paradigm except that partners were allowed to send genuine support messages. Insecure participants (especially fearful) perceived their partners' messages as less supportive, even after controlling for independent ratings of the messages and relationship-specific expectations. These studies provide evidence that individuals are predisposed to appraise their support experiences in ways that are consistent with their chronic working models of attachment, especially when the support message is ambiguous.     

Explicit and implicit cognition: a preliminary test of a dual-process theory of cognitive vulnerability to depression

Two studies were conducted to test a dual-process theory of cognitive vulnerability to depression. According to this theory, implicit and explicit cognitive processes have differential effects on depressive reactions to stressful life events. Implicit processes are hypothesized to be critical in determining an individual's immediate affective reaction to stress whereas explicit cognitions are thought to be more involved in long-term depressive reactions. Consistent with hypotheses, the results of study 1 (cross-sectional; N=237) showed that implicit, but not explicit, cognitions predicted immediate affective reactions to a lab stressor. Study 2 (longitudinal; N=251) also supported the dual-process model of cognitive vulnerability to depression. Results showed that both the implicit and explicit measures interacted with life stress to predict prospective changes in depressive symptoms, respectively. However, when both implicit and explicit predictors were entered into a regression equation simultaneously, only the explicit measure interacted with stress to remain a unique predictor of depressive symptoms over the five-week prospective interval.