Testimonials as motivators: the case of end-of-life conversations

Persuasive testimonials are common in commercial, nonprofit, and public health contexts. They pose challenges to existing theories of narrative persuasion because they are typically both narrative and overtly persuasive. Prior research has suggested testimonials may be effective with counter-attitudinal recipients by decreasing negative affective responses and increasing meaningful affect. Often, however, testimonials may address behaviors that are anxiety provoking rather than counter-attitudinal; prior research provides little theoretical or empirical guidance concerning message influence in the face of such anxiety. An experiment comparing a testimonial versus a non-narrative message advocating end-of-life conversations found that the testimonial message increased behavioral intentions via meaningful affect and self-efficacy. The testimonial did not decrease anxiety, and there was no differential impact on high versus low anxiety recipients. The authors conclude that a eudaimonic testimonial may serve as a motivator of behavior regardless of anxiety concerning the message topic, as well as a means of increasing self-efficacy.