When Similarity Strikes Back
Conditional Persuasive Effects of Character-Audience Similarity in Anti-Smoking Campaign
Bibliographic Data
| ID | 2236534 |
|---|---|
| Authors | Minji Kim (0000-0002-3666-5026, Center for Tobacco Control Research and Education, University of California, San Francisco, CA, USA, corresponding author) |
| Year | 2019 |
| Volume | 45 |
| Issue | 1 |
| Pages | 52-77 |
| Publication date | 2019-01-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Human Communication Research (JOURNAL) |
| Journal identifiers | ISSN: 0360-3989 • E-ISSN: 1468-2958 |
| Publisher | Oxford University Press (OUP) (PUBLISHER) |
| DOI | 10.1093/hcr/hqy013 |
| PMID | 30631219 |
| OpenAlex | W2895071310 |
| Language | EN |
| Citations received | 15 |
| References cited | 44 |
Featuring an exemplar character similar to the target audience is one of the most widely used tactics of tailored and targeted communication. Having a similar character may increase the perceived relevance of the message and facilitate persuasion. However, the way the similar character is depicted may threaten the audience's social identity and cause a boomerang effect. In an experiment where daily smokers saw and evaluated anti-smoking messages, a significant interaction between character-audience similarity and message theme emerged, mediated by message engagement and character identification. Seeing a similar (vs. dissimilar) smoker character whose health was at risk increased the audience's identification with the character, which in turn was associated with greater perceived effectiveness. However, seeing a similar smoker character endangering innocent others via secondhand smoke undermined perceived effectiveness. The simple main effects of character-audience similarity on message engagement were not significant, although the overall pattern was consistent
Advertising · Aesthetics · Character (mathematics · Health communication · Identification (biology · Identity (music · Persuasion · Similarity (geometry · Computer Science · Media Influence and Health · Media Studies and Communication · Media, Gender, and Advertising · Psychology · Communication · Social Psychology
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| Unique citing works | 15 |
|---|---|
| Citations per year | 2,5 |
| Citation span | 2020 - 2026 (7) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 15 |