The role of identification and self-referencing in narrative persuasion

Abstract

Abstract Previous studies have shown that identification and self-referencing can both function as mechanisms of narrative persuasion. However, it is not yet clear whether they are compatible and can work together in bringing about persuasive effects of narratives, or not. Therefore, this study examines both identification and self-referencing and studies their relation and effects. A 2x2 between-subjects experiment was conducted among 185 student participants, with the factors ‘perspective’ (1st vs. 3rd person) to influence identification and ‘similarity’ (young student protagonist vs. older working protagonist) to influence self-referencing. Results showed that identification mediated indirect effects of perspective on story-consistent belief and self-referencing mediated indirect effects of similarity on story-consistent belief. Moreover, identification and self-referencing serially mediated indirect effects on story-consistent belief. These results indicate that identification and self-referencing are compatible processes which can work together as mechanisms of narrative persuasion.