Abstract

Two online experiments (Study 1 N= 310; Study 2 N= 967) using video testimonials manipulated the degree of fear and shame experienced by viewers by varying the degree of risk and stigma associated with the illnesses endured by the protagonists. Results showed that increasing risk and stigma intensified identification, which in turn affected story-consistent beliefs. Trait empathy, expected to increase identification did not predict higher identification. Both studies, using different videos depicting different illnesses, found similar results suggesting a general pattern. Results are discussed in the context of persuasion theory and implications for message design are suggested.(PsycInfo Database Record (c) 2024 APA, all rights reserved)​​.

For citation

Cohen, J., Atad, E., & Mevorach, T. (2024). The effects of fear and shame in health testimonial videos on identification and health beliefs. Journal of Media Psychology: Theories, Methods, and Applications.

Abstract

This experimental study explores the effects of narrative perspective on the outcomes related to health testimonials. One testimonial was presented to each respondent regarding one of the four topics (AIDS, lung cancer, gum disease, and alcoholism) and in one of the three perspectives (patient, parent, and doctor). Respondents (n = 967) were then asked to report on various reactions to the video, including credibility, identification, and story-consistent attitudes. Results show that a testimonial narrated from the doctors’ perspective, as compared to patient perspective, produced greater credibility but less identification, affecting persuasion in opposite ways. These findings are discussed in the context of message design choices.

For citation

Cohen, J., Atad, E., & Mevorach, T. (2023). Does it matter who tells the story? An experimental test of the effects of narrative perspective on credibility, identification, and persuasion. Communication Research Reports, 40(3), 101-110.

Abstract

This study examines whether viewers’ parasocial interaction with a journalist affects the credibility of the journalist and the credibility of the news message, as well as whether the journalist’s direct or indirect address triggers this effect. In a between-subjects experiment (N = 255), viewers had a more intense parasocial experience when the journalist addressed them directly rather than indirectly. Furthermore, viewers’ intense parasocial experiences contributed to their perceptions of source credibility, message credibility, and news enjoyment. Additionally, as predicted, a more vital parasocial experience indirectly affected credibility through enjoyment. The results concern journalist and news message credibility and the importance of audience engagement in the news is discussed.

For citation

Atad, E., & Cohen, J. (2024). Look me in the eyes: How direct address affects viewers’ experience of parasocial interaction and credibility?. Journalism, 25(4), 941-959.

Abstract

The present study explores the possibility to influence stigma about depression through exposure to a literary text. Such exposure is expected to foster identification, enhance empathic reactions and increase motivation for prosocial behaviour. In addition, foregrounding is expected to play a pivotal role in the potential effects of literary texts on readers by upsetting readers’ schemata. Therefore, in a correlational research design, the readers’ processing of foregrounding will be assessed for each participant, together with identification and empathy with the story character, prosocial behaviour and stigmatization; expected results will clarify the relationship between these variables in literary texts.​

For citation

Scapin, G., Konijn, E., Balint, K., Hakemulder, F., & Cohen, J. (2022, July). The impact of foregrounding in literary texts on reduction of stigma of depression through identification. In International Society for Empirical Study of Literature.

Abstract

Formation of accurate risk perceptions and adoption of protective measures play a key role in reducing transmission and stopping the spread of infectious diseases. Extant research, however, has shown that perceptions of risk are not necessarily correlated with the level of actual risk, including that of COVID-19. Informed by the social amplification of risk framework (SARF), we test whether having a parasocial relationship with a celebrity who has COVID-19 makes the risk of contracting the virus more real, thus amplifying the perceived susceptibility to the virus and reducing the biased sense of optimism that one is safe. Findings from Study 1, a national survey (N = 493), suggest that having a parasocial friend contract COVID-19, is related to increased perceived susceptibility, especially for those for whom it would otherwise seem abstract and vague. Study 2 (N = 228) complements these findings by identifying a potential underlying mechanism for the observed relationship between PSR and perceived susceptibility – attenuation of the optimism bias. Findings are discussed in terms of their contribution to understanding the underlying mechanisms of the potential role played by celebrities in health and risk communication.​

For citation

Walter, N., Cohen, J., Nabi, R. L., & Saucier, C. J. (2022). Making it real: The role of parasocial relationships in enhancing perceived susceptibility and COVID-19 protective behavior. Media Psychology, 25(4), 601-618.