title: Role of Narrative Perspective and Modality in the Persuasiveness of Public Service Advertisements Promoting HPV Vaccination.
abstract: In the context of public service advertisements promoting human papillomavirus (HPV) vaccination, the current research examines 1) the relative persuasiveness of narrative vs. non-narrative messages and 2) the influence of narrative perspective (first- vs. third-person) and modality (text-based vs. audio-based) on message effectiveness. Results of a controlled experiment (N = 121) suggested that both a non-narrative message and a first-person narrative message led to greater perceived risk of getting HPV than a third-person narrative message. There was no difference in risk perception between the non-narrative and first-person narrative conditions. These findings were confined to the text-based condition, however. When the messages were audio-based, no differential message effects were detected. The analysis also provided partial evidence for an indirect effect of narrative perspective on intentions to vaccinate against HPV through HPV risk perception. Theoretical and practical implications of the findings are discussed.
authors.affiliation: a Department of Communication , University of Maryland.
authors.forename: Xiaoli
authors.initials: X
authors.lastname: Nan
authors.affiliation: a Department of Communication , University of Maryland.
authors.forename: Michelle
authors.initials: M
authors.lastname: Futerfas
authors.affiliation: a Department of Communication , University of Maryland.
authors.forename: Zexin
authors.initials: Z
authors.lastname: Ma
mesh_terms: D005260:Female; D007722:Health Knowledge, Attitudes, Practice; D006801:Humans; D033262:Narration; D030361:Papillomavirus Infections / Q000517:prevention & control; D053918:Papillomavirus Vaccines / Q000008:administration & dosage*; D010565:Persuasive Communication; D066308:Public Service Announcements as Topic; D002583:Uterine Cervical Neoplasms / Q000517:prevention & control; D055815:Young Adult
chemical_list: D053918:Papillomavirus Vaccines