Exemplification Effects on Policy Support: Exemplar Familiarity, Narrative Vividness, and Perceptions of Maternal...

This research examined the relationship between exemplar characteristics and concern for maternal health disparities. A two-wave 2 (familiarity) X 2 (vividness) between-subjects experiment tested the effects of exemplar familiarity and vividness on attitudes toward maternal health and maternal health disparities, perceptions of disparate risk, and policy support after exposure to a story about a mother who faced complications during childbirth and again three to five days later. The moderating role of political ideology was also examined. Results revealed positive effects of vividness on attitudes toward maternal mortality in general, attitudes toward maternal health disparities, and support for policies to address them in the short-term. Effects on general attitudes persisted three to five days later. Contrary to predictions, no effects were found for familiarity at Time 1. A familiar exemplar elicited more negative attitudes toward maternal mortality at Time 2. Examination of the moderating role of politics revealed the impact of vividness on general attitudes and policy support was greater among conservative participants, compared to more liberal participants. In addition to extending the applicability of exemplification theory to perceptions of risk toward others and subsequent policy support, this research has practical applications for bringing public attention to racial health disparities.