The Mediating Roles of Identification and Perceived Persuasive Intent in Narrative Persuasion

• 발행기관: 한국자료분석학회
• 저자명: Kitae Kim Shin-Il Moon
• 간행물 정보: 『Journal of The Korean Data Analysis Society (JKDAS)』Vol.23 No.1, 87~102쪽, 전체 16쪽
• 주제분류: 자연과학 > 통계학
• 파일형태: PDF
• 발행일자: 2021.02.28

영문 초록

Theories on narrative message processing, such as Extended Elaboration Likelihood Model of Persuasion (Slater & Rouner, 2002) and Entertainment Overcoming Resistance Model (Moyer-Guse, 2008), suggest that narrative messages are persuasive because how absorbed into narratives (i.e., transportation) reduces the resistance to the message. Specifically, greater transportation results in fewer counterarguments (CA) and lower psychological reactance (PR) among message recipients. This study proposes and tests these explanations on how transportation reduces resistance to narrative in the context of binge drinking. Participants were asked to carefully evaluate narrative appeals after reporting their overall attitude on the given topics. Data from hierarchical regression analyses supported the hypothesized models. Results from a sample of undergraduate participants reveal that both perceived persuasive intent and identification mediate the relationship between transportation and message resistances (PR and CA). The implications and limitations of this study are discussed.

목차

1. Introduction

2. Literature Review

3. Methods

4. Results

5. Discussion

6. Conclusion

References

키워드

transportation identification perceived persuasive intent counterargument psychological reactance