All blogs are not created equal: the role of narrative formats and user-generated comments in health prevention

This study examined the extent to which narative versus nonnarrative blogs and compliant versus defiant user comments affect optimistic bias and behavioral intentions related to skin cancer prevention. Participants (N = 181) read one of four versions of a blog post about skin cancer that described a blogger's journey with skin cancer diagnosis and treatment, and included specific recommendations for skin cancer prevention. The post was written in either narrative or nonnarrative style, and was accompanied by reader comments that either agreed or disagreed with the prevention recommendations provided. Findings indicate that blog format reduces optimistic bias and increases behavioral intentions. Specifically, narrative blogs affect the two outcomes by way of eliciting transportation into the narrative world. Blog comments, on the other hand, were shown to have inconsistent effects on optimistic bias and behavioral intentions, via perceived social norms. While the social norms elicited by compliant blog comments had a direct positive effect on behavioral intentions, the indirect effect (via optimistic bias) was negative. Theoretical and practical implications, as well as suggestions for future research, are discussed.