Abstract
ABSTRACT Improving awareness and mitigating stigma related to depression have been a concern to both health communicators and practitioners. This study conducted a 2 (narrative vs. non-narrative) × 2 (high controllability vs. low controllability) experiment (N = 242) to test the interaction effects of narrative persuasion and cause controllability of depression. The results show that narrative messages attributing depression to an uncontrollable cause increase identification, feeling of pity, and intention to help. However, the study finds that the positive effects of narrative messages are conditional, and they may be less effective than non-narrative messages when the cause of depression is controllable. Also, the findings suggest identification as the underlying mechanism of such interaction effects on emotional and behavioral responses. Theoretical and practical implications are discussed further.
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