Understanding The Effects Of Exemplars, Types Of Message Appeals And Narrative Engagement On The Intention To Stop Smoking: A Field Experiment/ Memahami Kesan Kisah Teladan, Jenis Rayuan Mesej dan Pertalian Naratif dalam Meningkatkan Tahap Keinginan untuk Berhenti Merokok: Satu Eksperimen Lapangan

Authors

  • Juhaida Jamil School of Communication, Universiti Sains Malaysia, 11800 USM, Penang
  • Hasrina Mustafa School of Communication, Universiti Sains Malaysia, 11800 USM, Penang https://orcid.org/0000-0002-5256-6343

DOI:

https://doi.org/10.11113/sh.v12n1.1555

Keywords:

Exemplar, narrative engagement, Transtheoretical Model, fear appeal, motivational appeal

Abstract

Health education tools are important to stimulate responses and facilitate interaction among the participants during health education and counseling sessions. In addition to brochures, pictures and charts, exemplar is one of the most useful tools to engage participants during the sessions. Exemplar refers to a narrative or a story that elaborates on a person’s personal experience. The present study aims to examine the effects of exemplar (first and third person), message appeals (fear and motivational appeals) on the intention to stop smoking through the mediating role of narrative engagement. The study utilized a 2x2 between-subjects field experiment conducted among 16 counselling groups (with ten members in each group) who registered for the Stop Smoking Clinics under the Ministry of Health Malaysia. The result showed significant main effect of exemplars, message appeals and interaction effect of both variables on the intention to stop smoking. Narrative engagement was also found to play a significant mediating role in increasing  the intention to stop smoking. The study concludes that the use of the first person exemplars with fear appeal will lead to greater narrative engagement and eventually stronger intention to stop smoking. Findings derived from the study would assist health education practitioners in choosing the most effective exemplars that can be used in health counseling sessions.

 

Author Biographies

Juhaida Jamil, School of Communication, Universiti Sains Malaysia, 11800 USM, Penang

Juhaida Jamil was a Master's student of the School of Communication, Universiti Sains Malaysia majoring in health communication and promotion

Hasrina Mustafa, School of Communication, Universiti Sains Malaysia, 11800 USM, Penang

Associate Professor Dr. Hasrina Mustafa is a  senior lecturer at the School of Communication, Universiti Sains Malaysia. Her research area is in the field of integrated marketing communication and social marketing.

References

Allen, M., dan Preiss, R. W. (1997). Comparing the Persuasiveness Of Narrative And Statistical Evidence Using Meta-Analysis. Communication Research Reports, 14, 125–131. doi:10.1080/08824099709388654

Amos, F., dan Erez, C. M. (2013). Online Narratives By Adults With ADHD Who Were Diagnosed In Adulthood. Learning Disability Quartely, 36 (1), 47-60. doi: 10.1177/0731948712461448.

Andsager, J. L., Bemker, V., Choi, H. L. dan Torwel, V. (2006). Perceived Similarity Of Exemplar Traits And Behavior: Effects On Message Evaluation. Communications Research, 33 (3), 3-18. doi: 10.1177/0093650205283099.

Banerjee, S. C., dan Greene, K. (2012). Role of Transportation In The Persuasion Process: Cognitive And Affective Responses To Antidrug Narrative. Journal of Health Communication: International Perspevtive, 17 (5), 564-581.doi: 10.1080./10810730.2011.635779.

Bledsoe, L. K. (2006). Smoking Cessation: An Application Of Theory Of Planned Behavior To Understanding Progress Through Stages Of Change. Addictive Behaviors, 31 (7), 1271-1276, diakses dari: https://doi.org/10.1016/j.addbeh.2005.08.012. Diakses pada 18 September 2017

Bloom, J. R., Stewart, S. L., Chang, S., dan Banks, P. J. (2004). Then and Now: Quality Of Life Of Young Breast Cancer Survivors. Psycho-Oncology, 13, 147-160. doi: 10.1002/pon.794.

Brosius, H. B., dan Bathelt, A. (1994). The Utility Of Exemplars In Persuasive Communications Communications Research, 21 (48), 48-78. doi: 10.1177/009365094021001004.

Brosius, H. B. (1999). Research note: The Influence Of Exemplar On Recipient's Judgments: The Part Played By Similarity Between Exemplar And Recipient. European Journal of Communication, 14 (2), 213-224. doi: 10.1177/0267323199014002004.

Busselle, R., dan Bilanzic, H. (2009). Measuring Narrative Engagement. Media Psychology, 12 (4), 321-347. doi:10.1080/15213260903287259.

Chair, S. Y., Chan, S. W. C., Thompson, D. R., Leung, K. P., Ng, S. K. C., dan Choi, K. C. (2013). Long-Term Effect Of Motivational Interviewing On Clinical And Psychological Outcomes And Health-Related Quality Of Life In Cardiac Rehabilitation Patients With Poor Motivation In Hong Kong: A Randomized Controlled Trial. Clinical Rehabilitation 27, 1107-1117. doi: 10.1177/0269215513490527.

Davison, W. P. (1983). The Third-Person Effect In Communication. Public Opinion Quarterly 47, 1-15.

Dean, R. G. (1995). Stories of AIDS. The Use Of Narrative As An Approach To Understanding In An AIDS Support Groups. Clinical Social Work Journal, 23 (3), 287-304. doi: 10.100/BF02191752.

Dunlop, S., Wakefield, M., dan Kashima, Y. (2010). Pathways to Persuasion: Cognitive And Experiential Responces To Health-Promoting Mass Media Message. Communication Research, 37, 133-164. doi: 10.1177/0093650209351912.

Global Adult Tobacco Survey (2012). Fact Sheet Malaysia 2011. Diakses pada 18 September, 2017 dari www.moh.gov.my/images/gallery/Report/GATS_Malaysia.pdf.

Green, M. C. (2006). Narrative and Cancer Communication. Journal of Communication 56, 163–S183.doi:10.1111/j.1460-2466.2006.00288.x.

Greene, K., dan Brinn, L. S. (2003). Messages Influencing College Women’s Tanning Bed Use: Statistical Versus Narrative Evidence Format And A Self-Assessment To Increase Perceived Susceptibility. Journal of Health Communication, 8, 443–461. doi:10.1080/713852118

Green, M. C., dan Clark, J. L. (2012). Transportation into Narrative Worlds: Implication For Entertainment Media Influences On Tobacco Use.

Society for the Study of Addiction, 108 (3), 477-484. doi: 10.1111/j.1360-0443.2012.04088.x.

Ham, O. K. (2007). Stages and Process Of Smoking Cessation Among Adolescent. Western Journal of Nursing Research 29, 301-315. doi: 10.1177/0193945906295528

Harter, L. M., dan Bochner, A. L. (2009). Healing Through Stories: A Special Issue On Narrative Medicine. Journal of Applied Communication Research, 37 (2), 113-117. doi: 10.1080/00909880902792271.

Holmgren, L., Fuks, A., Boudreau, D., Sparks, T., dan Kreiswirth, M. (2011). Terminology and praxis: Clarifying the Scope Of Narratives In Medicine. Literature and Medicine, 29 (2), 246-273.

Hye Kyung Kim dan Tae Kyoung Lee (2017). Conditional Effects Of Gain–Loss-Framed Narratives Among Current Smokers At Different Stages Of Change. Journal of Health Communication, 22 (12), 990-998, DOI: 10. 1080/10810730.2017.1396629

Hyun Suk Kim, Bigman, C. A., Leader, A. E., Lerman, C., dan Cappella, J. N. (2012). Narrative Health Communication And Behavior Change: The Influence Of Exemplars In The News On Intention To Quit Smoking. Journal of Communication, 62 (3), 473–492, https://doi.org/10.1111/j.1460-2466.2012.01644.x

Jiyeon So, Se-Hoon Jeong, dan Yoori Hwang (2017). Which Type Of Risk Information To Use For Whom? Moderating Role Of Outcome-Relevant Involvement In The Effects Of Statistical And Exemplified Risk Information On Risk Perceptions. Journal of Health Communication, 22, 304–311, DOI: 10.1080/10810730.2016.1252819

Jordan, P.J., Nigg, C.R., Norman, G.J., Rossi, J.S., dan Benisovich, S.V. (2002). Does the Transtheoretical Model Need An Attitude Adjustment? Integrating Attitude With Decisional Balance As Predictors Of Stage Of Change For Exercise. Psychology of Sport and Exercise, 3 (1), 65-83, diakses dari https://doi.org/10.1016/S1469-0292(01)00005-X. Diakses pada 18 September 2017

Kim, H. S., Bigman, C. A., Leader, A. E., Lerman, C., dan Capella, J. N. (2012). Narrative health communication and behavior change: The influence of exemplars in the news on intentions to quit smoking. Journal of Communication 62, 473-492.doi: 10.1111/j.1460-2466.2012.01644.x.

Lahteenkorva, S. S. (1999). Relapse stories in obesity. European Journal of Public Health, 8 (3), 203-209. doi: 10.1093/eurpub/8.3.203.

Lefevere, J., De Swert, K., dan Walgrave, S. (2011). Effects of Popular Exemplars In Television News. Communication Research 39, 103-119. doi: 10.1177/0093650210387124.

Limons, M. S., dan Kazoleas, D. C. (2004). A Comparison Of Exemplar And Statistical Evidence In Reducing Counter-Arguments And Responses To A Message. Communication Research Reports, 21 (3), 291-298 . doi: dx.doi.org/10.1080/08824090409359991.

Lippke, S., Nigg, C.R., dan Maddock, J.E. (2007). The Theory Of Planned Behavior Within The Stages Of The Transtheoretical Model: Latent Structural Modeling Of Stage-Specific Prediction Patterns In Physical Activity. Structural Equation Modeling, 14 (4), 649-670.

Manyiwa, S., dan Brennan, R. (2012). Fear Appeals In Anti-Smoking Advertising: How Important Is Self-Efficacy?. Journal of Marketing Management, 28, 1419-1437. doi: 10.1080/0267257X.2012.715092.

Mikyoung Kim dan Yoonhyeung Choi (2017). Risk communication: The Roles Of Message Appeal And Coping Style. Social Behavior and Personality, 45 (5), 773–784. doi: https://doi.org/10.2224/sbp.6327

Moltman, F. (2010). Relative Truth And The First Person. Philosophical Studies, 150 (2), 187-220. doi: http://dx.doi.org/10.1007/s11098-009-9383-9.

Muthusamy, N., Levine, T. R., dan Weber, R. (2009). Scaring The Already Scared: Some Problem With HIV/AIDS Fear Appeals In Namibia. Journal of Communication, 59, 317-344. doi:10.1111/j.1460-2466.2009.01418.x.

Ordonana, J. R., Javier, F. G., Lopez, L. E., dan Amor, J. G. (2009). Self-Report And Psychophysiological Responses To Fear Appeals. Human Communication Research 35, 195-220. doi:10.1111/j.1468-2958.2009.01344.x.

Otake, K., dan Shimai, S. (2001). Adopting the Stage Model For Smoking Acquisition In Japanese Adolescents. Journal of Health Pcychology, 6 (6), 629-643. doi: 10.1177/135910530100600602.

Popa, M. A. (2005). Stages of Change For Osteoporosis Preventive Behaviors: A Construct Validation Study. Journal of Aging and Health 17, 336-350. doi: 10.1177/0898264305276311.

Prochaska, J. O. (2008). Decision Making In The Transtheoretical Model Of Behavior Change. Medical Decision Making, 28 (6), 845-849. doi: 10.1177/0272989X08327068.

Redfern, J., Thiagalingaam, A., Jan, S., Whittaker, R., Hackett, M. L., Mooney, J., Keizer, L. D., Hills, G. S., dan Chow, C. K. (2014). Development of a Set Of Mobile Phone Text Messages Designed For Prevention Of Recurrent Cardiovascular Events. European Journal of Preventive Cardiology, 21(4), 492-499. doi: 10.1177/2047487312449416.

Rollins, E., dan Terrion, J. L. (2010). Explorations of Self Efficacy: Personal Narratives As Qualitative Data In The Analysis Of Smoking Cessation Efforts. Journal of Smoking Cessation, 5 (01), 57-68. doi: 10.1375/jsc.5.1.57.

Sabrine, G., Barbara, C. N. M., dan Simone, M. R. (2013). Warning Labels Formulated As Questions Positively Influence Smoking-Related Risk Perception. Journal of Health Psychology 18, 252-262. doi: 10.1177/1359105312439734.

Walker, L. J. (1999). The Perceived Personality Of Moral Exemplar. Journal of Moral Education 28 (2): 145-162, diakses dari http://dx.doi.org/10/1080/030572499103188 pada 9 Jun 2017.

Witte, K., dan Allen, M. (2000). A meta-analysis of fear appeals: Implications for Effective Public Health Campaigns. Health Education & Behavior, 27(5), 591–615. https://doi.org/10.1177/109019810002700506

Winterbottom, A., Bekker, H. L., Conner, M., dan Mooney, A. (2008). Does Narrative Information Bias Individual's Decision Making? A Systematic Review. Social Science & Medicine 67, 2079-2088. doi: 10.1016/j.socscimed.2008.09.037.

Woohyun Yoo (2016). The Influence Of Celebrity Exemplars On College Students’ Smoking. Journal Of American College Health. 64 (1), 48–60. doi: http://dx.doi.org/10.1080/07448481.2015.1074238

World Health Organisation. (2016). Diakses pada 9 Julai 2017 dari (http://www.who.int/gho/tobacco/en/index.html.

Wyile, A. S. (1999). Expanding the View Of First-Person Narration. Children's Literature in Education, 30 (2), doi: 10.1023/A:1022433202145.Zelt, D. (1981). First person account: The Messiah quest. Schizophr Bulletin 7 (3): 527-531. http://schizophreniabulletin.oxfordjournals.org/content/7/3/527.full.pdf. (Diakses pada 13 Jun 2017).

Downloads

Published

2019-12-31

How to Cite

Jamil, J., & Mustafa, H. (2019). Understanding The Effects Of Exemplars, Types Of Message Appeals And Narrative Engagement On The Intention To Stop Smoking: A Field Experiment/ Memahami Kesan Kisah Teladan, Jenis Rayuan Mesej dan Pertalian Naratif dalam Meningkatkan Tahap Keinginan untuk Berhenti Merokok: Satu Eksperimen Lapangan. Sains Humanika, 12(1). https://doi.org/10.11113/sh.v12n1.1555

Issue

Section

Articles