Narrative Persuasion: Moderating effects of character identification on relationship between message format and intention to screen for cervical cancer among women in agricultural sector in Kiambu County, Kenya.

Abstract

There is evidence that use of narrative messages is effective in the context of health behavior change. There is however no explanation as to what aspect of narrative leads to high level of persuasion. We evaluated the moderating effects of character identification on the three elements of narrative message (narrative message frame, narrative rationality and narrator’s perspective) in regard to the uptake of cervical cancer screening among women in the agricultural sector in Kiambu county, Kenya. A randomised experimental design was used. Narrative Message frame (gain frame vs. loss frame), narrative perspective (first vs third person), and narrative rationality, were manipulated. The messages were presented via a brief narrative video on cervical cancer and cervical screening. A uniform pretest questionnaire on cervical cancer and cervical cancer screening (T1) was completed by respondents before watching a narrative video. After watching a narrative video on cervical cancer screening, participants responded to the post test questionnaire (T2). Data from 378 (100 per cent) respondents for the pretest and 344 (91 per cent) for posttest was analysed and included in the study findings for the baseline and posttest respectively. Multiple hierarchical regression analysis was used. The study found that the majority of respondents were aged above 41 years of age at 32 per cent majority 249 (65.9 per cent) of the respondents were married, and majority 210 (55 per cent) of the respondents had 1 to 3 children followed by 4 to 5 at 91 (24 per cent). After running multiple hierarchical regression analysis, the study found that identification with story character moderated for all the independent variables. The study concluded that while using narrative messages to promote health behaviour, use of story characters which the target audience can identify with, may help in increasing adoption of advocated health behaviour.