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Abstract

The present study address to contrast how certain characteristics of the narrative messages designed for smoking prevention induce states of involvement that facilitate persuasion. Objectives. In paticular, we analyze the effect of the narrative voice and audience-character similarity on narrative transportation and identification with the protagonist and, indirectly, on the intention to quit smoking. Method. An experimental investigation was carried out with a 2 (narrative voice in first vs. third person) by 2 (demographic similarity with the protagonist [sex]) factorial design. Four audio narratives about a former smoker were created and participants (N = 127 habitual smokers) were randomly assigned to each of the experimental conditions. Results. Although no significant effects were observed on mediating and dependent variables, it was found that narrative transportation and identification reduced reactance and produced direct effects on the intention to quit smoking. Conclusion. The present work hows relevant results in research on narrative persuasion in the field of smoking prevention.