Bedtime Stories that Work: The Effect of Protagonist Liking on Narrative Persuasion
Abstract
The experiment described in this article draws on affective disposition theory to clarify how protagonist likeability influences participants’ sleep hygiene-related self-efficacy and outcome expectations immediately after media exposure and 3 days later. Results indicate that protagonist likeability is an important factor in narrative persuasion. Protagonist likeability did not directly affect participants’ sleep hygiene-related self-efficacy...
Paper Details
Title
Bedtime Stories that Work: The Effect of Protagonist Liking on Narrative Persuasion
Published Date
Jun 6, 2016
Journal
Volume
32
Issue
3
Pages
339 - 346
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