Effects of Narrative Messages on Key COVID-19 Protective Responses: Findings From a Randomized Online Experiment

Abstract

Purpose. We investigated the effectiveness of narrative versus non-narrative messages in changing COVID-19-related perceptions and intentions. 
Design/Setting. The study employed a between-subjects two-group (narratives versus non-narratives) experimental design and was administered online. 
Subjects/Intervention. 1,804 U.S. adults recruited via Amazon MTurk in September 2020 were randomly assigned to one of two experimental conditions and read either three narrative or three non-narrative messages about social distancing, vaccination, and unproven treatments.
Measures. Perceptions and intentions were assessed before and after message exposure (7-point scales). 
Analysis. Using multivariable regression, we assessed main effects of the experimental condition (controlling for baseline measures) and interactions between the condition and pre-exposure perceptions/intentions in predicting post-exposure outcomes.
Results. Compared to non-narratives, narratives led to 1) less positive perceptions about the benefits of unproven treatments (Mnarrative=3.60, Mnon-narrative =3.77, p=.007); and 2) less willingness to receive an unproven drug (Mnarrative=3.46, Mnon-narrative=3.77, p<.001); this effect was stronger among individuals with higher baseline willingness to receive unproven drugs (baseline willingness=2.09: b=-0.06, p=.461; baseline willingness=3.90: b=-0.30, p<.001; baseline willingness=5.71: b=-0.55, p<.001). Narratives also led to more positive perceptions of vaccine safety/effectiveness, but only among individuals with lower baseline vaccine perceptions (baseline perceptions=4.51: b=0.10, p=.008; baseline perceptions=5.89: b=0.04, p=.167; baseline perceptions=7: b=-0.01, p=.688). 
Conclusion. Narratives are a promising communication strategy, particularly for topics where views are not entrenched and among individuals who are more resistant to recommendations.

Audience Response to COVID Monologues: Research-Based Theater on the Societal Impact of COVID-19

“…Narrative communication can be effective when intentionally created to promote specific behaviors, including avoiding unproven COVID-19 treatments or getting vaccinated. 23 Carefully constructed narratives based on scientific evidence may also be powerful in advocacy, 24 and while our sample of decisionmakers was small, they did provide evidence that the monologues changed the way they thought about their work one month later. Narratives are most effective when they feature relatable characters, which COVID Monologues portrayed for some, but not all segments of the audience.…”

Factors Associated With COVID-19 Behavioral Intentions: Findings From an Online Survey

“…This cross-sectional study, which investigates predictors of intention to receive a COVID-19 vaccine and engage in social distancing, emerged from a larger experimental study examining the effect of narrative vs non-narrative messages on COVID-19 behavioral intentions among US adults. 21 In the parent study, consenting participants completed a questionnaire asking about COVID-19 experiences, behaviors, attitudes, and intentions prior to message exposure. They were then randomly assigned to view three narrative or non-narrative messages about a set of prominent COVID-19 topics: social distancing, vaccination, and use of unproven experimental treatments.…”

“…Sociodemographic covariates were self-reported and included age (18)(19)(20)(21)(22)(23)(24)(25)(26)(27)(28)(29)(30)(31)(32)(33)(34)(35)(36)(37)(38)(39)(40)(41)(42)(43)(44)(45)(46)(47)(48)(49), 50-65, and 65+), gender (female, male, and other), race/ethnicity (Hispanic, non-Hispanic Black, Asian, non-Hispanic White, and other), highest level of education (less than college, college graduate, or higher), residence (city/suburb and rural/small town), and political viewpoint (liberal, moderate, and conservative).…”