Didactic and narrative persuasion: An experiment to promote colorectal cancer screening

We tested whether a didactic and a narrative video (i.e. educational content and personal stories versus irrelevant information) could boost colorectal cancer (CRC) screening intention directly and through cognitive predictors of CRC screening behavior. We also tested whether exposure to a story changed participants' affective forecasting, reducing the perception of negative emotions associated with CRC screening (disgust, embarrassment, and fear). The study was conducted online with a between-participants design and recruiting a convenience sample (N = 375). We found that, compared with watching the control video, being exposed to the narrative video about CRC screening was indirectly associated with greater screening intention via vicarious experience and positive attitudes, whereas watching the didactic video was positively associated with CRC screening intention only among participants who had received an invitation letter but did not get screened, and among those yet to receive an invitation to screen. In the latter group, screening intention was boosted through positive attitudes. Our findings do not confirm that stories change affective forecasting, but narration likely fosters messages acceptance through vicarious experience. We also found support for the effectiveness of physicians' recommendations in promoting CRC screening, an intervention that might be effectively administered through a generalized, cost-effective video.

Extending the Knowledge Gap Hypothesis to Narrative Persuasion: Parents' Information-Seeking Intention and Learning About Adolescent Children's Covid-19 Vaccination

The gap in knowledge and information-seeking between high and low socioeconomic status (SES) has been well documented. This study extends this knowledge gap hypothesis to narrative persuasion in the context of parents' knowledge and information-seeking intention concerning adolescents' COVID-19 vaccination. It specifically tests if the gap is moderated by a message type (narrative vs. non-narrative). An online quasi-experiment, with a 2 (participants' education level: high vs. low) × 3 (message type: narrative vs. non-narrative vs. no-message) between-subject design, showed a main effect of education level (i.e., parents with a higher [vs. lower] education level rated a higher intention to seek information and provided more correct answers on questions about adolescents' COVID-19 vaccination) and an interaction between the two factors. The interaction showed that the gap between high- and low-education groups in information-seeking intention disappeared among those who read the narrative or non-narrative, and the gap in knowledge disappeared among those who read the narrative. Study findings suggest the utility of narratives in narrowing the gap in knowledge and information-seeking to improve parents' decisions on child vaccination.

Using distance-framed narratives to foster health communication outcomes among e-cigarette users and non-users

This study examines the effectiveness of distance-framed narratives in deterring e-cigarette use among young adults. Through an online experiment (N = 916), this study investigates how narratives with different distance cues influence participants' narrative engagement, perceived psychological distance, and compliance with the message. The findings suggest that distance-framed narratives heighten identification. Increased identification reduces perceived psychological distance, leading to more negative attitudes, decreased e-cigarette use intention, and stronger policy support. E-cigarette use status also impacts persuasive outcomes. Non-users tend to be more receptive to narratives featuring congruent distance cues in character and scenario depictions. Users are motivated by narratives that present an uncertain scenario, regardless of whether the character is portrayed as socially close or distant.

Comparing the effects of simple and refutational narratives in misinformation correction: The moderating roles of correction placement and issue involvement

The study examines whether adding a refutational ending to narrative messages improves correction effectiveness and how the effect differs depending on whether the correction message is presented before or after exposure to misinformation. A 2 (narrative format: simple vs refutational narrative) × 2 (correction placement: prebunking vs debunking) between-subjects online experiment (N = 281) with US participants was conducted to correct misinformation about human papilloma virus vaccines. The results suggested that the refutational narrative was more effective in reducing misbeliefs in prebunking, whereas the simple narrative was more effective in debunking. This interaction was further moderated by issue involvement. Theoretical and practical implications are discussed.

Narrative persuasion and psychological distance: Analyzing the effectiveness of distance-framed narratives in communicating ocean plastic pollution

Narratives have been identified as an effective tool to communicate seemingly abstract and uncertain risks. This study integrates the construal level theory of psychological distance and narrative persuasion to examine how distance-framed narratives influence young adults' attitude, behavioral intention, and policy support related to ocean plastic pollution. Results from an experimental survey (N = 889) indicate that the narrative featuring socially close characters and spatially close location is least effective in producing persuasive effects. Instead, the narrative depicting socially close characters' encounters at a spatially distant location is more persuasive. Within narrative conditions, the findings support the mediating role of identification and transportation in facilitating narrative effects. Serial mediation of identification/transportation and psychological distance perception was also observed. Findings from this study offer meaningful theoretical and practical implications for strategic communication on ocean plastic pollution.

"It Happened to Me and It's Serious": Conditional Indirect Effects of Infection Severity Narrated in Testimonial Tweets on COVID-19 Prevention

The health crisis caused by COVID-19 resulted in societal breakdowns around the world. Our research is based on determining which features of testimonial messages are most relevant in increasing persuasive impact. An online experiment with a 2 (severity infection narrative: low vs. high) × 2 (infection target: narrative's protagonist vs. protagonist's father) between-subject factorial design was carried out. Young people between 18 and 28 years (N = 278) were randomly assigned to one of the four experimental conditions, where they were asked to read a narrative message in the form of a Twitter thread describing a COVID-19 infection (with mild or severe symptoms) that affected either the protagonist of the message (a 23-year-old young person) or their father. After reading the narrative message, the mediating and dependent variables were evaluated. A message describing a severe COVID-19 infection affecting their protagonist to increase the perception of personal risk increased the persuasive impact through an increase in cognitive elaboration and a reduction in reactance. Our study highlights that creating persuasive messages based on social media targeted at young people that describe a careless behavior resulting in a severe COVID-19 infection can be an appropriate strategy for designing prevention campaigns.

A Culturally Tailored Narrative Decreased Resistance to COVID-19 Vaccination Among Latinas

PURPOSE

This study tested the relative efficacy of a culturally tailored dramatic narrative promoting COVID-19 vaccination in changing attitudes and behavioral intent among unvaccinated Latinas compared to a nonnarrative control containing similar information.

DESIGN

A pretest-posttest experimental study with unvaccinated Latinas randomly assigned to watch either a dramatic narrative featuring Latina characters countering prevalent myths about COVID-19 vaccines or a nonnarrative film containing similar information (control condition).

SETTING

The experiment was hosted online with the films embedded in the survey.

PARTICIPANTS

Three-hundred-ninety adult Latinas living in the United States (mean age = 33.4 years; SD = 11.2) who had not been vaccinated against COVID-19 despite being eligible. At pretest, 57.7% were hesitant and 42.3% were resistant (refusing) to get vaccinated.

MEASURES

Self-reported measures of engagement with the film, COVID-19 vaccine attitudes, and intent to get vaccinated within 30 days at pretest and posttest.

RESULTS

Resistant women were significantly more engaged in the dramatic narrative than the nonnarrative control film (P = .03). Being engaged in a film predicted more positive post-viewing attitudes toward the vaccine (b = .28; P < .001) and higher intent to get vaccinated (b = 2.34, P < .001).

CONCLUSION

Using culturally tailored stories to promote healthy behaviors such as vaccination can be an effective way of reaching resistant audiences.

When narratives speak louder than numbers: the effects of narrative persuasion across the stages of behavioural change to reduce air pollution

Is narrative persuasion effective when promoting new behaviours in favour of the environment? Does this effectiveness vary depending on whether individuals are already thinking about changing? This paper has two main objectives: (1) to explore how individuals at different stages of the behavioural change process perceive air pollution, focussing on the perceived psychological distance of its environmental risks (Study 1); and (2) to test whether the effects of presenting the risks of air pollution in a narrative vs. statistical format on pro-environmental intentions vary depending on the individuals' stage of behavioural change (Study 2). Study 1 (N = 263) is based on a survey measuring individuals' perceived psychological distance of the environmental risks of air pollution, and the perceived effectiveness of different pro-environmental behaviours. Results suggest that perceived distance and perceived effectiveness vary across different stages of behavioural change. Study 2 (N = 258) presents a 2(Format: narrative vs. statistical) × 3(Stages of change) protocol, testing the effectiveness of a narrative format depending on individuals' stage of behavioural change. Results suggest that proximising a threat through a narrative format of communication is more effective especially for individuals in the pre-action stage of change. We also present a moderated mediation model explaining the influence of the interaction between the message format and the stage of behavioural change on behavioural intentions and on efficacy appraisal via narrative engagement. Findings are discussed with regards to the stage model and narrative persuasion.

How Emotional Shifts Effect Youth Perceptions of Opioid Risk and Efficacy: Testing a Know the Truth Campaign Narrative

Integrating the extended parallel process model (EPPM) and the emotional flow hypothesis, we tested the persuasive effect of emotional shifts during exposure to a Know the Truth anti-opioid campaign narrative in a sample of middle-school students (n = 480). Testing two emotional flow sequences (threat to efficacy and efficacy to threat) of the Know the Truth narrative against a static (threat-only) emotional condition, we found that youth exposed to any emotional flow narrative reported higher levels of hope and lower levels of fear than those exposed to a threat-only narrative. We also found that a threat to efficacy narrative elicited higher levels of self-efficacy than an efficacy to threat emotional flow condition, suggesting that the emotional sequence influences self-efficacy, a well-established predictor of health behavior change. We conclude that the traditional threat to efficacy emotional flow may be superior to its inverse (efficacy to threat) when communicating with young people about opioid addiction. Implications for message design are discussed.

Can science fiction engagement predict identification with all humanity? Testing a moderated mediation model

Identification with all humanity (IWAH) is viewed as a critical construct that facilitates global solidarity. However, its origins have rarely been explored in previous literature, and no study has yet investigated the role of pop-culture in cultivating IWAH. To address this gap, this study initially focuses on science fiction (sci-fi), a specific pop-culture genre with worldwide audiences, and examines its effect on IWAH. It hypothesized a direct association between sci-fi engagement and IWAH from the narrative persuasion approach, and an indirect association via abstract construal based on the cognitive-literary approach. Moreover, the moderating role of actively open-minded thinking (AOT) in the direct and indirect association was also assessed. Results were obtained through a cross-sectional survey conducted in China (n = 570) and showed that sci-fi engagement was positively associated with IWAH; this association was also partially mediated by abstract construal. Interestingly, and inconsistent with our hypotheses, AOT positively moderated the indirect effect but negatively moderated the direct effect. Theoretical and practical implications for cultivating IWAH from the media and pop-cultural perspective were discussed.

Facts Tell, Stories Sell? Assessing the Availability Heuristic and Resistance as Cognitive Mechanisms Underlying the Persuasive Effects of Vaccination Narratives

Online vaccine-critical sentiments are often expressed in appealing personal narratives, whereas vaccine-supporting information is often presented in a non-narrative, expository mode describing scientific facts. In two experiments, we empirically test whether and how these different formats impact the way in which readers process and retrieve information about childhood vaccination, and how this may impact their perceptions regarding vaccination. We assess two psychological mechanisms that are hypothesized to underlie the persuasive nature of vaccination narratives: the availability heuristic (experiment 1, N = 418) and cognitive resistance (experiment 2, N = 403). The results of experiment 1 showed no empirical evidence for the availability heuristic, but exploratory analyses did indicate that an anti-vaccination narrative (vs. expository) might reduce cognitive resistance, decrease vaccination attitudes and reduce attitude certainty in a generally pro-vaccination sample, especially for those who were more vaccine hesitant. Preregistered experiment 2 formally tested this and showed that not narrative format, but prior vaccine hesitancy predicts cognitive resistance and post-reading attitudes. Hesitant participants showed less resistance toward an anti-vaccine text than vaccine-supporting participants, as well as less positive post-reading attitudes and attitude certainty. These findings demonstrate belief consistency effects rather than narrative persuasion, which has implications for scientific research as well as public health policy.

Is My Story Better Than His Story? Understanding the Effects and Mechanisms of Narrative Point of View in the Opioid Context

Sharing the stories of people whose lives are impacted by Opioid Use Disorders (OUDs) can be a promising strategy to reduce stigma and increase support for beneficial public policies. Since a story can be told from a first-person or third-person point of view (POV), this study sought to (1) determine the relative persuasive effects of narrative POV and (2) identify the underlying psychological mechanisms, including character identification and psychological reactance, of such narratives. A one-way between-subjects experiment was conducted among a college student sample (N = 276). Narrative POV was manipulated by describing a college student's OUD experience from either the first- or third-person POV. Findings demonstrated that POV did not influence identification but had a significant effect on reactance. Specifically, the first-person (vs. third-person) POV narrative led to lower reactance, which was associated with participants' decreased desire to socially distance themselves from people with OUDs and stronger support for public health-oriented policies regarding OUDs. This study sheds light on the mixed findings revealed in the literature and has practical importance in health message design in the current opioid epidemic.

Web-Based Behavioral Intervention Utilizing Narrative Persuasion for HIV Prevention Among Chinese Men Who Have Sex With Men (HeHe Talks Project): Intervention Development

Background

In the era of potent antiretroviral therapy, a high level of condomless anal intercourse continues to drive increases in HIV incidence in recent years among men who have sex with men. Effective behavior change strategies for promoting HIV-preventive behaviors are warranted. Narrative persuasion is a novel health communication approach that has demonstrated its persuasive advantages in overcoming resistance to counterattitudinal messages. The efficacy of narrative persuasion in promoting health behavior changes has been well documented, but critical research gaps exist for its application to HIV prevention.

Objective

In this study, we aimed to (1) capitalize on narrative persuasion to design a web-based multisession intervention for reducing condomless anal intercourse among men who have sex with men in Hong Kong (the HeHe Talks Project) by following a systematic development process; and (2) describe the main components of the narrative intervention that potentially determine its persuasiveness.

Methods

Persuasive themes and subtopics related to reducing condomless anal intercourse were initially proposed based on epidemiological evidence. The biographic narrative interview method was used to elicit firsthand experiential stories from a maximum variation sample of local men who have sex with men with diverse backgrounds and experiences related to HIV prevention; different types of role models were established accordingly. Framework analysis was used to aggregate the original quotations from narrators into collective narratives under 6 intervention themes. A dedicated website was finally developed for intervention delivery.

Results

A series of video-based intervention messages in biographic narrative format (firsthand experiential stories shared by men who have sex with men) combined with topic-equivalent argumentative messages were produced and programmed into 6 intervention sessions. The 6-week intervention program can be automatically delivered and monitored online.

Conclusions

We systematically created a web-based HIV prevention intervention derived from peer-generated stories. Strategies used to enhance the efficacy of the narrative intervention have been discussed within basic communication components. This paper describes the methods and experiences of the rigorous development of a narrative communication intervention for HIV prevention, which enables replication of the intervention in the future.

The Effects of Immersive Virtual Reality in Reducing Public Stigma of Mental Illness in the University Population of Hong Kong: Randomized Controlled Trial

Background

Public stigma in mental health often brings various adverse effects on people with mental illness. Researchers have been developing different interventions in combating public stigma.

Objective

This study investigates the effects of immersive virtual reality (IVR) in reducing the public stigma of mental illness using a single-blinded randomized control trial.

Methods

A pre-post experimental design with a 1-week follow-up was conducted. Participants (N=206) were recruited through the mass mail system of The Chinese University of Hong Kong and randomized into 3 conditions: immersive animation, text, and control. In the immersive animation condition (n=72), participants experienced the simulation of daily life and the stigma experienced as an animated story protagonist with mixed anxiety and depressive disorder with IVR. In the text condition (n=65), participants experienced an identical story to the immersive animation condition with first-person audio narration using the same virtual reality headset. In the control condition (n=69), participants watched a video about planets with IVR. All participants received interventions with a researcher-assisted Oculus Go virtual reality headset. Participants’ public stigma was measured through self-administered online questionnaires and compared across conditions and at different time points using repeated measures analysis of variance. Simple and sequential mediation analyses on the relationship of condition (immersive animation vs text) and follow-up public stigma with possible mediators, including sense of embodiment and story transportation, were conducted using PROCESS.

Results

Public stigma did not differ significantly across conditions at pre-experiment (P>.99). In the immersive animation and text conditions, public stigma was significantly reduced at postexperiment and at the 1-week follow-up compared to pre-experiment (all with P<.001). Public stigma in the control condition at postexperiment and follow-up remained unchanged compared with pre-experiment (P=.69). Immersive animation had significantly lower public stigma than the control at postexperiment (P=.003) and follow-up (P=.02). Text also had lower public stigma than the control at postexperiment (P=.007) and follow-up (P=.03). However, immersive animation did not significantly differ from text in public stigma at postexperiment and follow-up (both P>.99). In simple mediation models, both sense of embodiment (95% CI –0.22 to 0.46) and story transportation (95% CI –0.18 to 0.00) were not significant mediators. In the sequential mediation model, both sense of embodiment and story transportation were significant sequential mediators. Sense of embodiment was positively associated with story transportation (P<.001), while story transportation was negatively associated with public stigma (P<.001). The indirect effect of the sequential mediation model was significant (95% CI –0.38 to –0.11).

Conclusions

This study provides novel findings and a rigorous comparison in understanding the effects of IVR on public stigma. The findings showed that IVR and text with audio narration performed similarly and significantly in stigma reduction. Sense of embodiment and story transportation were found to be sequentially associated with public stigma reduction.

Trial Registration

Centre for Clinical Research and Biostatistics Clinical Trial Registry CUHK_Ccrb00638; https://www2.ccrb.cuhk.edu.hk/registry/public/632

Narrative Voice Matters! Improving Smoking Prevention with Testimonial Messages through Identification and Cognitive Processes

Narrative messages are increasingly being used in the field of tobacco prevention. Our study is based on narrative persuasion and aims to analyze the psychological mechanisms that explain why the narrative voice is relevant to promote persuasive impact. An online experiment with a 2 (narrative voice) × 2 (message) factorial design was carried out. Participants (525 adult smokers) were randomly assigned to two experimental conditions (first-person versus third-person narrative message). To increase the external validity of the study, two different messages were used within each condition. After reading the narrative message the mediating and dependent variables were evaluated. Participants who read the narrative in the first person experienced greater identification. Moreover, mediational analysis showed that both counterarguing and cognitive elaboration played a significant role in the relationship between narrative voice, identification, and persuasive impact. This study confirm that narrative voice is not only an anecdotal formal choice but that it indirectly affects variables related to tobacco prevention, due to the fact that first-person messages activate a mechanism of affective connection with the message (increasing the identification with the protagonist) that decreases resistance to prevention (the counterarguing process) while simultaneously stimulating reflection or cognitive elaboration.

Incorporating Message Framing into Narrative Persuasion to Curb E-Cigarette Use Among College Students

This study examines the interaction effect of message format (narrative vs. nonnarrative) and message framing (gain vs. loss) in e-cigarette prevention targeting young adults. Results of a two-way experiment (N = 439) revealed that transportation and discrete emotions mediated message effect on risk perception and behavioral intention. Compared to the gain-framed nonnarrative, the gain-framed narrative reduced feelings of guilt, and guilt was negatively related to risk perception and positively related to behavioral intention. Thus, the gain-framed narrative achieved desirable persuasive outcome through guilt-increasing risk perception and decreasing intention to use e-cigarette. Similarly, the loss-framed narrative evoked greater sadness, which also led to increased risk perception and decreased behavioral intention. Transportation and discrete emotions mediated message effect in a serial order. This research not only contributes to the literature on narrative persuasion and emotion, but also provides insight for health communication designed for e-cigarette prevention.

A Framework for Pilot Testing Health Risk Video Narratives

Narrative messages may be superior to didactic messages when providing educational information due to their natural format for information sharing, ability to engage audiences, and engender positive thoughts about the message. Although narrative messages are gaining popularity in health promotion, little guidance exists regarding the development phase. Our team created a psychosocial narrative video intervention grounded in the Health Belief Model to increase breast cancer survivors' attendance at genetic counseling after treatment. Here we report the use of Learner Verification (LV) during an iterative video development process. Using LV, we conducted individual semi-structured interviews with patients and providers, after they viewed the video. Demographic information was analyzed using descriptive statistics, and verbatim interview transcripts were used to conduct a two-phase qualitative content analysis. Patient and provider participants (n = 30) believed the video was attractive, relatable, and informative, and they identified areas for improvement including narrative coherence, changes to text and graphical information, and including more specific information. LV framework elicited audience feedback on the video intervention relevant to theoretical principles of narrative interventions, and highlighted audience preferences. In this study, LV interviews tapped into theoretical constructs of narratives and facilitated the iterative intervention design process.

When we increase fear, do we dampen hope? Using narrative persuasion to promote human papillomavirus vaccination in China

This study examines the use of narrative persuasion in promoting human papillomavirus vaccination. Compared to non-narrative message, the narrative message increased perceived severity of human papillomavirus, which influenced vaccination intention through heightened fear. The narrative message also dampened hope and subsequently decreased vaccination intention. This research attests to the effectiveness of narrative persuasion in vaccination promotion, but also offers important caveat for message design-egocentric efficacy information is crucial in narrative persuasion designed to motivate preventive health behaviors.

The effects of health narratives: Examining the moderating role of persuasive intent

Prior research has indicated that narratives are more persuasive than nonnarrative messages. One of the reasons for this effectiveness is that the narratives' intention to persuade is often not explicit, thus making them less likely to be disputed. The goal of this research is to examine the moderating role of persuasive intent in narrative persuasion. To do so, we conducted a 2 (Message format: narrative vs. nonnarrative messages) × 2 (Persuasive intent: intent vs. no intent) experiment with a factorial design among 205 participants on the effects of health narrative messages. Results indicated that persuasive intent undermined the effects of health narratives on persuasion by reducing believability and increasing reactance. Both believability and reactance partially mediated the effects of the narrative messages on attitudes and behavioral intention.

Just a Spoonful of Sugar Helps the Messages Go Down: Using Stories and Vicarious Self-Affirmation to Reduce e-Cigarette Use

While prior research has demonstrated the benefits of self-affirming individuals prior to exposing them to potentially threatening health messages, the current study assesses the feasibility of inducing self-affirmation vicariously through the success of a character in a narrative. In Study 1, college-age participants who regularly use e-cigarettes (N = 225) were randomly assigned to read one of two versions of a story depicting a college student of their own gender. The versions were identical except in the vicarious self-affirmation (VSA) condition, the main character achieves success (i.e., honored with a prestigious award) before being confronted by a friend about the dangers associated with their e-cigarette use; whereas in the vicarious control condition, the achievement is mentioned after the risk information. Results of the posttest and 10-day follow-up demonstrated that VSA reduced messages derogation, while increasing self-appraisal and perceived risk. The effect of VSA on e-cigarette outcomes was moderated by frequency of use, with heavier users benefiting the most. Study 2 (N = 152) confirmed that traditional value affirmation works with our stimuli on a comparable population.

"These Are Just Stories, Mulder": Exposure to Conspiracist Fiction Does Not Produce Narrative Persuasion

Narrative persuasion, i.e., the impact of narratives on beliefs, behaviors and attitudes, and the mechanisms underpinning endorsement of conspiracy theories have both drawn substantial attention from social scientists. Yet, to date, these two fields have evolved separately, and to our knowledge no study has empirically examined the impact of conspiracy narratives on real-world conspiracy beliefs. In a first study, we exposed a group of participants (n = 37) to an X-Files episode before asking them to fill in a questionnaire related to their narrative experience and conspiracy beliefs. A control group (n = 41) had to answer the conspiracy beliefs items before watching the episode. Based on past findings of both the aforementioned fields of research, we hypothesized that the experimental group would show greater endorsement of conspiracy beliefs, an effect expected to be mediated by identification to the episodes' characters. We furthermore hypothesized that identification would be associated with cognitive elaboration of the topics developed in the narrative. The first two hypotheses were disproved since no narrative persuasion effect was observed. In a second study, we sought to replicate these results in a larger sample (n = 166). No persuasive effect was found in the new data and a Bayesian meta-analysis of the two studies strongly supports the absence of a positive effect of exposure to narrative material on endorsement of conspiracy theories. In both studies, a significant relation between conspiracy mentality and enjoyment was observed. In the second study, this relation was fully mediated by two dimensions of perceived realism, i.e., plausibility and narrative consistency. We discuss our results, based on theoretical models of narrative persuasion and compare our studies with previous narrative persuasion studies. Implications of these results for future research are also discussed.

Alcohol Storylines in Television Episodes: The Preventive Effect of Countering Epilogues

This experimental study assessed whether alcohol television storylines impact youth drinking attitudes and intentions and whether corrective epilogues can potentially moderate this impact. Television episodes were professionally produced to depict heavy drinking leading to either positive or negative consequences. The pro- and anti-alcohol episodes were shown alone or with an epilogue where a main character discussed the deleterious effects of excessive drinking. Attitudes toward drinkers and drinking intentions were measured subsequently, along with reactions to the episode and demographic data, among participants aged 14-17 using an online study. Exposure to the pro-alcohol episode was related to more positive attitudes toward drinkers. Including an epilogue after a pro-alcohol episode was related to more negative viewers' attitudes toward drinkers and lower drinking intentions compared to a pro-alcohol episode with no epilogue. By contrast, including an epilogue after an anti-alcohol episode was unrelated to attitudes toward drinkers or drinking intentions. Viewing a single television episode with a pro-alcohol message may lead to more positive attitudes toward drinkers. The finding that a brief epilogue may reduce the impact of the pro-alcohol storyline suggests easily implemented preventive strategies to counter the adverse impact of substance use portrayals in entertainment programming.