TY - JOUR
T1 - Does the experience of parasocial interaction enhance persuasiveness of video public service messages?
AU - Rosaen, Sarah F.
AU - Dibble, Jayson L.
AU - Hartmann, Tilo
PY - 2019/5/27
Y1 - 2019/5/27
N2 - Does the experience of parasocial interaction (EPSI) increase the persuasiveness of a video message? In a between-subjects experiment (N = 465) we used bodily addressing to successfully vary EPSI in viewers of three brief video-recorded health messages. This manipulation, however, yielded no significant effect on viewers’ perceived persuasiveness of the message and their attitude toward the recommended behavior, and the effect on viewers’ felt obligation to comply with the presenter of the message was only marginally significant. However, self-reported EPSI was significantly positively correlated with all persuasion measures, and exploratory analyses yielded significant indirect effects of the manipulation on persuasion via self-reported EPSI. Limitations and implications are discussed.
AB - Does the experience of parasocial interaction (EPSI) increase the persuasiveness of a video message? In a between-subjects experiment (N = 465) we used bodily addressing to successfully vary EPSI in viewers of three brief video-recorded health messages. This manipulation, however, yielded no significant effect on viewers’ perceived persuasiveness of the message and their attitude toward the recommended behavior, and the effect on viewers’ felt obligation to comply with the presenter of the message was only marginally significant. However, self-reported EPSI was significantly positively correlated with all persuasion measures, and exploratory analyses yielded significant indirect effects of the manipulation on persuasion via self-reported EPSI. Limitations and implications are discussed.
KW - Bodily Address
KW - EPSI
KW - Parasocial Interaction
KW - Persuasion
UR - http://www.scopus.com/inward/record.url?scp=85063988042&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85063988042&partnerID=8YFLogxK
U2 - 10.1080/08824096.2019.1598854
DO - 10.1080/08824096.2019.1598854
M3 - Article
SN - 0882-4096
VL - 36
SP - 201
EP - 208
JO - Communication Research Reports
JF - Communication Research Reports
IS - 3
ER -