Do Storytelling and Processing Motivation Matter? Comparing Narratives and Exemplars in Promoting Hepatitis C Screening among College Students

Abstract

ABSTRACT Encouraging hepatitis C screening, particularly among young adults who are at increased risk of infection, is essential for eliminating viral hepatitis. A 3 (narrative vs. exemplar vs. informational message) × 2 (processing motivation: low vs. high) between-subjects experiment was conducted among college students to compare the effectiveness of different message strategies and examine the moderating role of processing motivation. Findings revealed that the narrative was perceived more favorably than the exemplar message, and both messages led to a greater screen intention than the informational message. The narrative persuaded by increasing transportation and identification and, then, enhancing message perceptions. However, these mediation paths did not explain the effects of the simple exemplar. Moreover, the effects of the narrative and the exemplar did not differ significantly depending on levels of processing motivation. The study advances a theoretical understanding of the differences between narratives and exemplars. It also offers practical suggestions for campaign message design.