Persuading with narratives against gender violence. Effect of similarity with the protagonist on identification and risk-perception
- Igartua, Juan José
- Fiuza, Daniela
ISSN: 2027-534X, 0122-8285
Year of publication: 2018
Volume: 21
Issue: 2
Pages: 499-523
Type: Article
More publications in: Palabra Clave
Abstract
This study focuses on analysis of the factors that can increase the persuasive effectiveness of information campaigns using narratives. An experiment was carried out in which similarity with the protagonist was manipulated in a video about a victim of gender violence. e protagonist was portrayed as living in Spain, and she was said to be Spanish (high similarity) or Argentinian (low similarity). e participants (75 Spanish women) then filled out a questionnaire with measures about emotional impact, identification with the protagonist, and risk perception about becoming a victim of abuse. Results showed that similarity with the protagonist has an indirect influence on risk perception through negative emotions and identification.