Does the Experience of Parasocial Interaction Enhance Persuasiveness of Video Public Service Messages?. Issue 3 (27th May 2019)

• Record Type: Journal Article
• Authors: Rosaen, Sarah F.; Dibble, Jayson L.; Hartmann, Tilo
• Is Part Of: Communication research reports. Volume 36:Issue 3(2019)
• Page Start: 201
• Page End: 208
• Publication Date: 2019-05-27
• Subjects: Bodily Address -- EPSI -- Parasocial Interaction -- Persuasion; Communication -- Periodicals; 302.2
• DOI: 10.1080/08824096.2019.1598854
• Languages: English
• ISSNs: 0882-4096

Abstract

Abstract : Does the experience of parasocial interaction (EPSI) increase the persuasiveness of a video message? In a between-subjects experiment (N = 465) we used bodily addressing to successfully vary EPSI in viewers of three brief video-recorded health messages. This manipulation, however, yielded no significant effect on viewers' perceived persuasiveness of the message and their attitude toward the recommended behavior, and the effect on viewers' felt obligation to comply with the presenter of the message was only marginally significant. However, self-reported EPSI was significantly positively correlated with all persuasion measures, and exploratory analyses yielded significant indirect effects of the manipulation on persuasion via self-reported EPSI. Limitations and implications are discussed.