Crafting Persuasive Stories: How Uncertainty and Sidedness Influence Narrative Efficacy in Promoting Updated COVID-19 Vaccination

Abstract

This study investigates the impact of narratives, message sidedness, and psychological uncertainty on promoting updated COVID-19 vaccination. A 2 (narrative vs. non-narrative) × 2 (one-sided vs. two-sided) × 2 (high vs. low uncertainty) between-subjects online experiment (N = 600) revealed significant three-way interaction effects between narratives, sidedness, and uncertainty on vaccination attitudes and intentions. Specifically, when participants were primed to experience high uncertainty, the one-sided narrative was more persuasive than both the two-sided narrative and the one-sided nonnarrative message. Yet, under conditions of low uncertainty, distinct message types did not show differential persuasive effects. Moreover, the three-way interaction effects were mediated by emotional responses and counterarguing. Theoretical implications for narrative persuasion and practical implications for campaign message design are discussed.

Keywords

narrative persuasion uncertainty message sidedness counterarguing health promotion

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