Exploring Subtext Processing in Narrative Persuasion: The Role of Eudaimonic Entertainment-Use Motivation and a Supplemental Conclusion Scene

Abstract

The extended elaboration likelihood model argues transportation reduces embedded message processing, but this study reasoned people with eudaimonic entertainment-use motivation would process narrative subtexts. A conclusion scene reiterating intended messages was expected to facilitate persuasion. Subjects were randomly assigned to watch a drama about organ donation, with or without a conclusion scene. The intended messages were not persuasive. Nonetheless, this study provides insight into narrative transportation processes. Transportation did not inhibit subtext processing, and there was a marginally significant interaction between eudaimonic motivation and conclusion scene on an unintended message: Eudaimonic motivation negatively predicted doctor mistrust in the no-conclusion condition.

Keywords:

• Entertainment-Education
• Epilogues
• Eudaimonia
• Extended Elaboration Likelihood Model
• Narrative
• Organ Donation
• Persuasion
• Transportation

Notes

[1] Because eudaimonic motivation is expected to increase all types of subtext processing, it is possible that it will be associated with increased counterargumentation as well. However, because there is already some evidence that the stimulus for the current study is successful in having viewers accept the underlying messages (Morgan et al., 2009), elaborations generated in support of the subtextual messages are expected to be the most common type of subtext processing.

[2] In this case, a chi-square analysis was preferred to a nonparametric logistic regression analysis for ease of interpretability and increased power.