Pathways to Persuasion: Cognitive and Experiential Responses to Health-Promoting Mass Media Messages

The experience of transportation-being absorbed in a narrative-and its relationship to persuasion were considered in two studies exploring responses to health-promoting mass media messages. Following Epstein's (1994) cognitive-experiential self-theory, two pathways to persuasion were considered: cognitive and experiential. In Study 1 (n = 121), smokers who experienced increased transportation in response to antismoking messages reported that they would make a greater effort to quit smoking, and this effect was mediated by both experiential (emotional and self-referencing) and cognitive responses to the messages. In Study 2 (n = 110), experiential responses to magazine messages promoting skin protection were related to intentions to protect oneself, and this effect was mediated by feelings of risk. The implications of these results are discussed in terms of principles for effective health communication campaigns as well as theoretical advances in narrative persuasion in the context of health communication.