Examining narrative transportation to anti-alcohol narratives.

Overview

This study examined the transportation effects of alcohol consequence narratives varying in source (written by the narrative protagonist vs. protagonist's partner) and type of heath consequence (physical or emotional). Additionally, this study examined the role of narrative transportation and cognitive and discrete affective responses in the persuasion process. In this study, 501 students of a large northern university in the United Kingdom participated and were randomly assigned to one of the four conditions of narratives about alcohol use. Transportation was operationalized as general and self-reflective transportation. Results demonstrated that for narratives written by protagonist, the emotional effect narrative resulted in greater general transportation than the physical effect narrative. However, for narratives written by the protagonist's partner, the physical effect narrative resulted in greater general transportation than the emotional effect narrative. These findings were not substantiated for self-reflective transportation. Finally, results suggest that transportation experienced by anti-alcohol narratives can influence both favourable cognitive response and guilt, which are significant mediators in alcohol-related expectancies. Important theoretical and empirical implications are discussed.