The importance of structural elements in narrative persuasion: Using the narrative immersion model to promote...

Narrative health and risk messaging is most effective when audiences become immersed in the story. The narrative immersion model (NIM) suggests that certain structural elements can increase narrative immersion. Notably, these structural elements are often found in naturally occurring diagnostic narratives (i.e., stories focused on diagnoses). Across two studies, the current research tested four NIM-supported structural elements in the melanoma context. Study 1 (N = 455) tested the effects of point of view, inclusion of a prologue, and explicit time orientation in a melanoma survivor narrative. Sunscreen intention was highest for a first-person story with a prologue, followed by a third-person story without a prologue. Study 2 (N = 592) added nuance by comparing the effects of point of view and prologue for a survivor versus a death outcome. The finding from Study 1 was replicated for the survivor outcome, but the opposite pattern-third-person with a prologue and first-person without a prologue-produced the greatest sunscreen intention with a death outcome. Identification was the mechanism of effect for Study 1; believability was the mechanism of effect for Study 2. Findings contribute greater nuance to research and theorizing about first-person voice, demonstrating that effectiveness is dependent on other story elements. Practically, the current research also highlights the importance of carefully considering how narrative health and risk messaging is constructed.