Testing an additive model for the effectiveness of evidence on the persuasiveness of a message

Kim, Sang-Yeon; Allen, Mike; Gattoni, Ali; Grimes, Denis; Herrman, Anna M.; Huang, H. X.; Kim, Jihyun; Lu, Shan; Maier, Melissa; May, Amy; Omachinski, Kim; Omori, Kikuko; Tenzek, Kelly E.; Turkiewicz, Katie LaPlant; Zhang, Yan

doi:10.1080/15534510.2012.658285

Cited by 14 publications

(8 citation statements)

References 22 publications

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“…This study found that statistical only messages as well as a narrative (of a patient or a mother) in addition to statistical messages significantly improved mothers’ attitude and intention to have their daughter(s) receive the HPV vaccine than a no message condition (control). This result is consistent with a number of studies that showed presenting statistical or narrative evidence enhances message persuasiveness ( 10 – 12 ).…”

Section: Discussionsupporting

confidence: 92%

“…Statistical evidence, such as frequencies and percentages, provide proof in the form of summary information across a larger number of cases ( 11 ); e.g., “The frequency of severe adverse reactions to the HPV vaccine, such as acute disseminated encephalomyelitis, is one in 4.3 million.” Narrative evidence refers to the use of case stories or examples to support the argument offered by the communicator ( 11 ); e.g., “I am suffering from the aftereffect of cervical cancer. Therefore, I recommend you receive the HPV vaccine to prevent cervical cancer.” Studies indicate that presenting statistical or narrative evidence almost always enhances message persuasiveness ( 10 – 12 ).…”

Section: Introductionmentioning

confidence: 99%

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Persuasiveness of Statistics and Patients’ and Mothers’ Narratives in Human Papillomavirus Vaccine Recommendation Messages: A Randomized Controlled Study in Japan

Okuhara

Ishikawa

Okada

et al. 2018

Front. Public Health

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BackgroundThe human papillomavirus (HPV) vaccination percentage among age-eligible girls in Japan is only in the single digits. This signals the need for effective vaccine communication tactics. This study aimed to examine the influence of statistical data and narrative HPV vaccination recommendation massages on recipients’ vaccination intentions.MethodsThis randomized controlled study covered 1,432 mothers who had daughters aged 12–16 years. It compared message persuasiveness among four conditions: statistical messages only; narrative messages of a patient who experienced cervical cancer, in addition to statistical messages; narrative messages of a mother whose daughter experienced cervical cancer, in addition to statistical messages; and a control. Vaccination intentions to have one’s daughter(s) receive the HPV vaccine before and after reading intervention materials were assessed. Statistical analysis was conducted using analysis of variance with Tukey’s test or Games–Howell post hoc test, and analysis of covariance with Bonferroni correction.ResultsVaccination intentions after intervention in the three intervention conditions were higher than the control condition (p < 0.001). A mother’s narrative messages in addition to statistical messages increased HPV vaccination intention the most of all tested intervention conditions. A significant difference in the estimated means of intention with the covariate adjustment for baseline value (i.e., intention before intervention) was found between a mother’s narrative messages in addition to statistical messages and statistical messages only (p = 0.040).DiscussionMothers’ narrative messages may be persuasive when targeting mothers for promoting HPV vaccination. This may be because mothers can easily relate to and identify with communications from other mothers. However, for effective HPV vaccine communication, further studies are needed to understand more about persuasive differences in terms of statistics, narratives, and narrators. Directions for future research are also suggested.

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Section: Discussionsupporting

confidence: 92%

Section: Introductionmentioning

confidence: 99%

Persuasiveness of Statistics and Patients’ and Mothers’ Narratives in Human Papillomavirus Vaccine Recommendation Messages: A Randomized Controlled Study in Japan

Okuhara

Ishikawa

Okada

et al. 2018

Front. Public Health

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show abstract

“…The results of our study show that numerical messages are more effective than narrative or combined messages in terms of eliciting credibility and acceptance in the field of food safety communication after radiological emergencies. These findings are in accordance with prior research on evidence effectiveness [25,29,[37][38][39]54]. We furthermore confirm the finding by Peralta et al [42] that numerical information may be perceived as useful for abstract topics and distant threats, as the case for food risks related to nuclear emergencies.…”

Section: Discussionsupporting

confidence: 93%

“…Firstly, in terms of message evaluations and acceptance, several studies conclude that numerical messages are rated as more persuasive [29,33,35,37,38], credible and verifiable [39], believable [21], of higher writing quality [34] as well as of higher informational value [22] than narrative messages. Some authors note that people prefer narrative evidence on relatively personal issues [40][41][42], whereas numerical information is perceived as more useful for abstract and complex topics, as well as for distant threats such as climate change [42].…”

Section: The Persuasive Effects Of Numerical and Narrative Messagesmentioning

confidence: 99%

How to Communicate Food Safety after Radiological Contamination: The Effectiveness of Numerical and Narrative News Messages

Wolf

Perko

Thijssen

2020

IJERPH

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Food risk and the safety of foodstuffs in the aftermath of contamination are highly sensitive issues to communicate. Food risks receive extensive attention from the news media, which requires messages to be carefully drafted to minimize harm and avoid unnecessary boycotts. Once a food risk is deemed eliminated, communication efforts must rebuild trust among consumers. The latter is a particularly difficult task after radiological contamination. This study tests whether numerical messages, narrative messages, or messages combining both elements are more effective in persuading the public to consume foodstuffs from Fukushima, a region that continues to battle stigma since the nuclear accident in 2011. We employ a survey-embedded experiment on a sample of the general Belgian population (N = 1085), during which respondents are presented with a mock news article presenting either a (1) numerical, (2) narrative, or (3) a combined message and test their subsequent evaluation of the article. We find that the numerical message leads to significantly higher perceived credibility and message acceptance than both the combined and the narrative message. Furthermore, we find that attitudes towards nuclear energy have a strong independent effect on message acceptance and evaluation, with those respondents who report a more positive stance towards nuclear energy more readily accepting the message. Food risk and safety communication may thus benefit from adopting a more detached, numerical approach for sensitive issues.

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“…Ten of these 15 studies included evidence on health behavior. Other topics included juvenile delinquency (Baesler & Burgoon, 1994), global warming (Kim et al, 2012), government plans (Hoeken, 2001), and marketing (Hong & Park, 2012;Krupat, Smith, Leach, & Jackson, 1997).…”

Section: Search Methodsmentioning

confidence: 99%

The Differential Impact of Statistical and Narrative Evidence on Beliefs, Attitude, and Intention: A Meta-Analysis

Zebregs

Putte

Neijens

et al. 2014

Health Communication

212

129

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Although "evidence" is often used as an important argument in persuasive health campaigns, it remains unclear what type of evidence has the strongest impact on particular outcome variables. We conducted a meta-analysis in which the effects of statistical and narrative evidence on beliefs, attitude, and intention were separately compared. Statistical evidence was found to have a stronger influence than narrative evidence on beliefs and attitude, whereas narrative evidence had a stronger influence on intention. We explain these findings in terms of the match between the specific characteristics of the two types of evidence and those of the outcome variables. Statistical evidence, beliefs, and attitude all relate primarily to cognitive responses, whereas both narrative evidence and intention relate more specifically to affective responses. We conclude that communication professionals developing health campaigns should match the type of evidence to the main communication objectives.

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Testing an additive model for the effectiveness of evidence on the persuasiveness of a message

Cited by 14 publications

References 22 publications

Persuasiveness of Statistics and Patients’ and Mothers’ Narratives in Human Papillomavirus Vaccine Recommendation Messages: A Randomized Controlled Study in Japan

Persuasiveness of Statistics and Patients’ and Mothers’ Narratives in Human Papillomavirus Vaccine Recommendation Messages: A Randomized Controlled Study in Japan

How to Communicate Food Safety after Radiological Contamination: The Effectiveness of Numerical and Narrative News Messages

The Differential Impact of Statistical and Narrative Evidence on Beliefs, Attitude, and Intention: A Meta-Analysis

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