An Experimental Test of the Persuasive Effect of Source Similarity in Narrative and Nonnarrative Health Blogs

Narratives are stories with a beginning, middle, and end that provide information about the characters and plot. Source similarity refers to the degree to which the message source and each recipient are alike with respect to certain attributes. Narratives and source similarity have seldom been examined in tandem as strategies for health persuasion. Personal health blogs provide a suitable platform for such an investigation. This study examined the persuasive effects of message type and source similarity on participants’ intentions to adopt a specific health behavior (running for exercise).