Tell me your successful story with tobacco! Indirect effects of narrative voice and behavioral audience-character similarity on the intention to quit smoking

1. Juan-Jose Igartua ¹
2. Isabel Rodríguez de Dios ¹
3. Laura Rodríguez-Contreras ¹
4. María Marcos-Ramos ¹
5. Beatriz González-de-Garay ¹
6. Francisco Frutos ¹

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Resumen

Smoking is linked to multiple health problems, but it is also the biggest preventablecause of premature death. Therefore, an important goal in health communication is to improvethe effectiveness of campaigns targeted to smokers. The present study focuses on smokingprevention using narrative messages in which a former smoker described the process of quittingsmoking and the improvements experienced since then. The role of two narrative devices wasanalyzed in an online experiment (N = 680) with a 2 (narrative voice: first vs. third-personmessage) x 2 (audience-character behavioral similarity: low vs. high) between-subjectsfactorial design. Results showed that the first-person narrative with a high-similar protagonistcondition induced the highest levels of identification. Moreover, mediational analyses showedthat identification with the protagonist, reactance and counterarguing were significantmediators. The present work opens an innovative line of research on the construction ofnarrative messages for smoking prevention.