Exemplification theory: a review and meta-analysis of exemplar messages

ABSTRACT

Exemplification theory has been used to explain media and message effects across a variety of domains. However, the theory has been critiqued for lacking empirical support for many of its predictions and underlying assumptions. In this paper, we review exemplification theory, contrast exemplars with narratives, and report the results of a meta-analytical test of one of exemplification theory’s predictions. We found that individuals exposed to messages featuring exemplars reported stronger persuasion outcomes than individuals exposed to base-rate or non-exemplar messages ($\overline{d}$ = 0.26, k = 26, N = 5480). Our results provide additional evidence for one of the predictions of exemplification theory, support for the use of exemplars in persuasive messages, and suggest directions for future exemplification research.

KEYWORDS:

• Exemplification theory
• exemplar
• meta-analysis
• attitudes
• behavioral intentions
• behaviors
• message effects

Disclosure statement

No potential conflict of interest was reported by the authors.

ORCID

Elisabeth Bigsby http://orcid.org/0000-0002-5808-1005

Cabral A. Bigman http://orcid.org/0000-0002-4510-7878

Notes

1 In PubMed, exemplar was cut as a search term because it returned over 2209 results.