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How Do Statistical and Narrative Evidence Affect Persuasion?: The Role of Evidentiary Features

How Do Statistical and Narrative Evidence Affect Persuasion?: The Role of Evidentiary Features Studies of statistical versus narrative messages have been inconsistent as to which message type is more persuasive. The current study clarifies this issue by identifying evidentiary features that make each message type gain a persuasive advantage over the other. Amount of evidence and perceived vividness were tested as message features that enhance the perceived persuasiveness of statistical and narrative messages, respectively. The participants were students (N = 130) from undergraduate communication classes. Perceived vividness was found to make the perceived persuasiveness of narrative evidence greater than that of statistical evidence, whereas amount of evidence functions mainly to the advantage of statistical evidence. Two messages were studied, and message order made a difference. Regardless of message topic, the second message was found to be more consistent with the hypotheses than the first. The study's limitations as well as directions for future research are discussed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Argumentation and Advocacy Taylor & Francis

How Do Statistical and Narrative Evidence Affect Persuasion?: The Role of Evidentiary Features

Han, Bing; Fink, Edward L.
Argumentation and Advocacy , Volume 49 (1): 20 – Jun 1, 2012
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How Do Statistical and Narrative Evidence Affect Persuasion?: The Role of Evidentiary Features

Abstract

Studies of statistical versus narrative messages have been inconsistent as to which message type is more persuasive. The current study clarifies this issue by identifying evidentiary features that make each message type gain a persuasive advantage over the other. Amount of evidence and perceived vividness were tested as message features that enhance the perceived persuasiveness of statistical and narrative messages, respectively. The participants were students (N = 130) from undergraduate...
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Publisher
Taylor & Francis
Copyright
© 2012 Taylor and Francis Group, LLC
ISSN
2576-8476
eISSN
1051-1431
DOI
10.1080/00028533.2012.11821779
Publisher site
See Article on Publisher Site

Abstract

Studies of statistical versus narrative messages have been inconsistent as to which message type is more persuasive. The current study clarifies this issue by identifying evidentiary features that make each message type gain a persuasive advantage over the other. Amount of evidence and perceived vividness were tested as message features that enhance the perceived persuasiveness of statistical and narrative messages, respectively. The participants were students (N = 130) from undergraduate communication classes. Perceived vividness was found to make the perceived persuasiveness of narrative evidence greater than that of statistical evidence, whereas amount of evidence functions mainly to the advantage of statistical evidence. Two messages were studied, and message order made a difference. Regardless of message topic, the second message was found to be more consistent with the hypotheses than the first. The study's limitations as well as directions for future research are discussed.

Journal

Argumentation and Advocacy – Taylor & Francis

Published: Jun 1, 2012

Keywords: statistical evidence; narrative evidence; evidentiary feature; persuasion

References

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