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The effect of ending disclosure on the persuasiveness of narrative PSAs

机译：结束披露对叙事PSAS说服力的影响

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摘要

Cautionary stories in which misbehavior results in negative outcomes are often used in public service announcements (PSAs) to promote behavioral change. These cautionary stories can either disclose or withhold their endings and the associated negative outcomes for the characters involved. In four experiments, we show that disclosing (vs. withholding) a story's ending increases persuasion due to greater counterfactual thinking about alternative actions that could have prevented the negative outcomes. Integrating these findings within the Transportation-Imagery Model of narrative persuasion, we also show how dispositional levels of need for cognitive closure can amplify the effect of ending disclosure in a PSA. Our findings have important implications for both marketing communicators and policy makers who seek to improve the effectiveness of PSAs.
机译：警告故事，其中不当行为导致负面结果通常用于公共服务公告（PSA）以促进行为变革。这些警告故事可以披露或扣留他们的结局和所涉及的人物的相关负面结果。在四个实验中，我们展示了披露（与扣缴）一个故事的结束，由于对可能阻止消极结果的替代行动的更大的反应性思考，这一故事的结局会增加说服力。将这些调查结果集成在叙事说服的运输意象模型中，我们还展示了对认知闭合需求的需求程度如何能够扩增结束披露在PSA中的效果。我们的调查结果对寻求提高PSA的有效性的营销传播者和政策制定者具有重要意义。

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