The effect of ending disclosure on the persuasiveness of narrative PSAs
AuthorOrazi, DC; Lei, J; Bove, LL
Source TitleJournal of Business Research
AffiliationManagement and Marketing
Document TypeJournal Article
CitationsOrazi, D. C., Lei, J. & Bove, L. L. (2021). The effect of ending disclosure on the persuasiveness of narrative PSAs. Journal of Business Research, 127, pp.241-251. https://doi.org/10.1016/j.jbusres.2021.01.024.
Access StatusThis item is embargoed and will be available on 2024-04-01
Cautionary stories in which misbehavior results in negative outcomes are often used in public service announcements (PSAs) to promote behavioral change. These cautionary stories can either disclose or withhold their endings and the associated negative outcomes for the characters involved. In four experiments, we show that disclosing (vs. withholding) a story’s ending increases persuasion due to greater counterfactual thinking about alternative actions that could have prevented the negative outcomes. Integrating these findings within the Transportation-Imagery Model of narrative persuasion, we also show how dispositional levels of need for cognitive closure can amplify the effect of ending disclosure in a PSA. Our findings have important implications for both marketing communicators and policy makers who seek to improve the effectiveness of PSAs.
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