Exploring Subtext Processing in Narrative Persuasion: The Role of Eudaimonic Entertainment-Use Motivation and a Supplemental Conclusion Scene     

Elizabeth L. Cohen 《Communication quarterly》2016,64(3):273-297

The extended elaboration likelihood model argues transportation reduces embedded message processing, but this study reasoned people with eudaimonic entertainment-use motivation would process narrative subtexts. A conclusion scene reiterating intended messages was expected to facilitate persuasion. Subjects were randomly assigned to watch a drama about organ donation, with or without a conclusion scene. The intended messages were not persuasive. Nonetheless, this study provides insight into narrative transportation processes. Transportation did not inhibit subtext processing, and there was a marginally significant interaction between eudaimonic motivation and conclusion scene on an unintended message: Eudaimonic motivation negatively predicted doctor mistrust in the no-conclusion condition.  相似文献