Effects of Narrative and Paradigmatic Judgmental Orientations on the Use of Qualitative and Quantitative Evidence in Health-Related Inference

Abstract

One moderator of the persuasive power of quantitative and qualitative evidence—using verbal messages to prime judgmental orientations—holds particular promise for influencing decisions. The current project replicates and extends judgmental orientation research findings to health-related inference. Participants judged target characters’ likelihoods of illness based on varying numeric and descriptive information. A pilot and two main studies indicate differential judgment outcomes for individuals cued to adopt paradigmatic and narrative orientations. Practical applications of judgmental orientation are recommended to health communicators and health communication scholars.

Keywords:

• Judgmental Orientation
• Evidence
• Health Communication
• Decision Making

Portions of this article were derived from the first author's dissertation directed by the second author. The authors thank the members of the dissertation committee, Joann Keyton, and two anonymous reviewers for their helpful suggestions and feedback.

Additional information

Notes on contributors

Michael Robert Dennis

Michael Robert Dennis (Ph.D., Purdue University) is Assistant Professor in the Department of Communication Studies at the University of Kansas

Austin S. Babrow

Austin S. Babrow (Ph.D., University of Illinois) is Professor in the Department of Communication, Purdue University