When Arguments Meet a Story: An Experiment Testing Message Design Strategies for Skin Cancer Prevention and Detection.

Abstract

Persuasion research often suggests combining different message formats such as facts, statistics, and narratives in message design to maximize persuasive effects. However, the effect of the combination, especially between fact-based arguments and long-form narratives, varies depending on many factors which have been understudied. Our study therefore tested how argument strength, argument position, and target behavior interacted in impacting behavioral outcomes for such a combined message about skin cancer. Findings from our experiment revealed a significant three-way interaction, as weak arguments were more effective when embedding them in a long-form narrative, whereas strong arguments were more impactful when placing them before the narrative. Such an interaction emerged only when messages recommended sunscreen use but not when recommending skin-self exams. We discussed the implications of the findings for message design about skin cancer prevention and detection.