Influencing HIV Testing Intentions: Comparing Narrative and Statistical Messages

Narrative appeals are an effective way of shaping attitudes toward health-related topics. However, questions persist regarding the contexts in which narratives hold an advantage over other commonly used message formats. The current article compares narrative appeals to statistical appeals, one commonly used message format, in the context of HIV testing intentions. In addition, the current study combines the two message formats to determine whether there may be an additive benefit to using the two formats in tandem this important health context. In an attempt to more fully understand the relationship between message format and persuasion, several potentially important covariates are considered including perceived elaboration, need for cognition, health literacy, subjective numeracy and individual differences in message receivers. Results indicate an advantage for the combined message format on HIV testing intentions when controlling for need for cognition, health literacy, and subjective numeracy. Implications are discussed for use of the combined message in health persuasion research.