Citation

Marett EG. J. Health Commun. 2014; 20(3): 266-274.

Affiliation

a Department of Management and Information Systems , College of Business, Mississippi State University , Mississippi State , Mississippi , USA.

Copyright

(Copyright © 2014, Informa - Taylor and Francis Group)

DOI

10.1080/10810730.2014.921740

PMID

25495266

Abstract

Cautionary tales are a prevalent form of entertainment narrative in media-saturated environments, yet they have received little empirical examination. Using disposition theory, this study manipulated affective disposition toward the protagonist in order to explore the effects of exposure to a cautionary tale on adoption of prosocial attitudes and behavioral intentions. A between-subjects experimental design was used with 2 conditions (positive/negative) and a control group (n = 305).

RESULTS provide evidence that exposure to cautionary tales positively influences adoption of attitudes and intentions to purchase a carbon monoxide detector and talk about accidental carbon monoxide poisoning. Affective disposition influenced identification with the protagonist, and perceptions that the protagonist deserved the negative consequences experienced in the cautionary tale narrative.

FINDINGS also suggest that identification mediates the relationship between affective disposition and perceived risk.

Language: en