ResumenAbstract original adicciones vol. xx, nº x · El presente trabajo se centra en la prevención del tabaquismo utilizando mensajes narrativos. En particular, se analiza el papel de dos características de los mensajes narrativos que pueden influir, de manera indirecta, en la intención de dejar de fumar, las expectativas de auto-eficacia y la percepción de la eficacia de la respuesta preventiva.Palabras clave: Comunicación en salud; Prevención del tabaquismo;Persuasión narrativa; Similitud con el protagonista; Voz narrativa.This study focuses on smoking prevention using narrative messages.In particular, the role of two narrative attributes that can indirectly influence the intention to quit smoking, self-efficacy expectations and the perceived effectiveness of the preventive response were analysed.An experimental study was carried out (N = 680, 50% women and age range 18-55 years) with a 2 (narrative voice: first-vs. third-person message) x 2 (audience-protagonist similarity: low vs. high) between-subjects factorial design. Results showed that the optimal reception condition (first-person narrative with a highly similar protagonist to the audience) induced the highest levels of identification with the protagonist (a former smoker who described the process of quitting smoking and subsequent the improvements he has experienced). Mediational analyses showed that the optimal reception condition exerted significant indirect effects on the dependent variables, due to the increase in identification and reactance reduction. In addition, the optimal reception condition also exerted a significant indirect effect on the perceived effectiveness of the preventive response that was explained by stronger identification and weaker counterarguing. The present study opens an innovative line of research on the construction of narrative messages for smoking prevention. The relevance of the characteristics of these messages is highlighted in order to activate mediating processes that facilitate persuasion.