The relative persuasiveness of narrative versus non-narrative health messages in public health emergency communication: Evidence from a field experiment.

@article{Bekalu2018TheRP,
  title={The relative persuasiveness of narrative versus non-narrative health messages in public health emergency communication: Evidence from a field experiment.},
  author={Mesfin Awoke Bekalu and Cabral A Bigman and Rachel Faulkenberry McCloud and Leesa K Lin and Kasisomayajula Viswanath},
  journal={Preventive medicine},
  year={2018},
  volume={111},
  pages={
          284-290
        }
}
Previous studies indicated that narrative health messages are more effective than non-narrative messages in influencing health outcomes. However, this body of evidence does not account for differences in health domain, and little is known about the effectiveness of this message execution strategy during public health emergencies. In this study, we examined the relative effectiveness of the two formats in influencing knowledge and perceived response efficacy related to prevention of pandemic… CONTINUE READING
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