The effects of narrative elements and individual attributes on transportation in health communications
This study examined how narrative attributes and individual attributes contribute to the transportation process and overall persuasiveness of narrative health communications. The research sought to understand both the cognitive mechanisms and narrative properties that contribute to transportation. 80 participants were recruited in the College of Communication and Information Sciences at the University of Alabama. A 2x2x4 experimental design was employed to collect self-report and psychophysiological data regarding the transportation process. Data collected from the study was analyzed using both descriptive and inferential statistics. Findings from the study revealed that together vividness and perspective are significant variables that influence transportation. Individuals who were exposed to the figural vividness and third person health narratives experienced a higher degree of transportation than those participants who were exposed to the ground vividness and first person health narratives. While working memory capacity did not appear to be a moderator of transportation, both attention and arousal appeared to be directly influenced by the vividness and perspective manipulations. Participants who were exposed to the figural vividness and third person manipulations exhibited increased attention as well as arousal. Theoretical and practical implications are discussed as well as the limitations of the study.
Communication, Mass communication, Psychology
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