The Role of Temporal Distance Perception in Narrative vs. Non-Narrative Persuasion Related to E-Cigarettes

Research has long identified narrative persuasion as an effective health communication strategy. This study explores temporal distance perception, which is the perceived distance of a health threat, as a possible psychological mechanism through which narrative persuasion influences young adults' attitude and behavioral intention related to e-cigarette use. When reading the narrative message featuring negative consequences of nicotine addiction, participants demonstrate a higher level of transportation and subsequently perceive the health threat related to e-cigarette as temporally closer. The shortened temporal distance perception, along with transportation, mediates the relationship between exposure to the narrative message and participants' attitude and behavioral intention. Participants' past experience also plays an important role. In particular, participants who have not used e-cigarette before report more negative attitude after reading the narrative message. Findings of the current study indicate that narrative persuasion may be an effective strategy to deter young adults from using e-cigarettes.