Prevención del tabaquismo con mensajes narrativos. Estudio experimental sobre el efecto conjunto de la similitud con el protagonista y la voz narrativa

  1. Juan-José Igartua 1
  2. Laura Rodríguez-Contreras 1
  3. María Marcos-Ramos 1
  4. Beatriz González-de-Garay 1
  5. Francisco Javier Frutos 1
  1. 1 Universidad de Salamanca
    info

    Universidad de Salamanca

    Salamanca, España

    ROR https://ror.org/02f40zc51

Journal:
Adicciones: Revista de socidrogalcohol

ISSN: 0214-4840

Year of publication: 2021

Volume: 33

Issue: 3

Pages: 245-262

Type: Article

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More publications in: Adicciones: Revista de socidrogalcohol

Abstract

This study focuses on smoking prevention using narrative messages. In particular, the role of two narrative attributes that can indirectly influence the intention to quit smoking, self-efficacy expectations and the perceived effectiveness of the preventive response were analysed. An experimental study was carried out (N = 680, 50% women and age range 18-55 years) with a 2 (narrative voice: first- vs. third-person message) x 2 (audience-protagonist similarity: low vs. high) between-subjects factorial design. Results showed that the optimal reception condition (first-person narrative with a highly similar protagonist to the audience) induced the highest levels of identification with the protagonist (a former smoker who described the process of quitting smoking and subsequent the improvements he has experienced). Mediational analyses showed that the optimal reception condition exerted significant indirect effects on the dependent variables, due to the increase in identification and reactance reduction. In addition, the optimal reception condition also exerted a significant indirect effect on the perceived effectiveness of the preventive response that was explained by stronger identification and weaker counterarguing. The present study opens an innovative line of research on the construction of narrative messages for smoking prevention. The relevance of the characteristics of these messages is highlighted in order to activate mediating processes that facilitate persuasion.

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Funding information

The present study was carried out within the framework of the research project “If you want to, you can quit. Narrative tools for smoking prevention among adult smokers. Effects of similarity with the audience and the narrative voice”, funded by the Consejería de Educación de la Junta de Castilla y León (reference nº SA032G18).

Funders

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