A carregar...
Publicação
Narrativas persuasivas: Paratextos, identificação e suspensão da descrença em atitudes
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 1.26 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
O quotidiano está cheio de oportunidades de exposição a histórias com um intuito persuasivo, diferindo desde os seus objetivos à sua veracidade. Um desses objetivos passa pela promoção ao consumo, como no caso de anúncios.
Este estudo focou duas características dessas histórias: os paratextos (informações suplementares que contextualizam o texto) e o grau de identificação com o protagonista. Pretendeu-se perceber a influência de paratextos em processos de identificação com protagonistas de narrativas persuasivas, e o impacto desta relação na atitude face à marca e intenções de compra. Adicionalmente, averiguou-se o papel do hábito individual de suster julgamentos de verdade – a frequência em suspender descrença – nestas relações.
O estudo envolveu a manipulação inter-sujeito dos paratextos (ficção, não-ficção e falso), adaptados de Appel e Malečkar (2012). Os participantes leram uma narrativa com descrições/comentários sobre um produto, potenciando-se a identificação através de similaridade ao protagonista. Recolheram-se dados de 365 estudantes universitários mensurando o grau de Identificação à personagem (Tal-Or & Cohen, 2010), a Atitude Face à Marca e Intenções de Compra (Spears & Singh, 2004), e Cronicidade da Suspensão da Descrença (CSdB) (2023.14866.PEX).
Os resultados sugerem uma influência dos paratextos nos resultados persuasivos (RP), mas não na identificação (que não mediou o efeito). A relação positiva entre identificação e os RP foi moderada pelo paratexto ficção. A CSdB relacionou-se positivamente com identificação e os RP, moderando a relação no paratexto falso para baixa CSdB, e na ficção e não-ficção para alta CSdB.
São discutidas implicações e limitações destes achados, e sugerem-se estudos futuros.
Everyday life is full of opportunities for exposure to stories with persuasive intent, differing from their goals to their truthfulness. One such goal is to promote consumption, as in advertisements. This study focused on two of these stories’ characteristics: paratexts (supplementary information that contextualizes the text) and the degree of identification with the protagonist. It aimed to understand paratexts’ influence on identification processes in persuasive narratives, as well as the impact of this relationship on brand attitude and purchase intentions. Additionally, it examined the role of individual’s habit of withholding truth judgments – i.e., the frequency of suspending disbelief – in these relationships. This study’s design involved a between subjects manipulation of paratexts (fiction, non-fiction and fake), that were adapted from Appel and Malečkar (2012). Participants read a narrative containing descriptions/comments about a product, that enhanced identification through perceived similarity to the protagonist. 365 university students’ data measuring Identification with the character (Tal-Or & Cohen, 2010), Attitude Toward the Brand and Purchase Intentions (Spears & Singh, 2004), and Chronicity of Suspension of Disbelief (CSdB) (2023.14866.PEX) was collected. The results suggest that paratexts impacted persuasive outcomes (PO), but not identification (which did not mediate the effect). The fictional paratext moderated the positive correlation between identification and PO. CSdB correlated positively with both identification and PO, moderating their relationship in the false condition for low CSdB, and in the fiction and non-fiction conditions for high CSdB. The implications and limitations of these findings are discussed, and future studies are suggested.
Everyday life is full of opportunities for exposure to stories with persuasive intent, differing from their goals to their truthfulness. One such goal is to promote consumption, as in advertisements. This study focused on two of these stories’ characteristics: paratexts (supplementary information that contextualizes the text) and the degree of identification with the protagonist. It aimed to understand paratexts’ influence on identification processes in persuasive narratives, as well as the impact of this relationship on brand attitude and purchase intentions. Additionally, it examined the role of individual’s habit of withholding truth judgments – i.e., the frequency of suspending disbelief – in these relationships. This study’s design involved a between subjects manipulation of paratexts (fiction, non-fiction and fake), that were adapted from Appel and Malečkar (2012). Participants read a narrative containing descriptions/comments about a product, that enhanced identification through perceived similarity to the protagonist. 365 university students’ data measuring Identification with the character (Tal-Or & Cohen, 2010), Attitude Toward the Brand and Purchase Intentions (Spears & Singh, 2004), and Chronicity of Suspension of Disbelief (CSdB) (2023.14866.PEX) was collected. The results suggest that paratexts impacted persuasive outcomes (PO), but not identification (which did not mediate the effect). The fictional paratext moderated the positive correlation between identification and PO. CSdB correlated positively with both identification and PO, moderating their relationship in the false condition for low CSdB, and in the fiction and non-fiction conditions for high CSdB. The implications and limitations of these findings are discussed, and future studies are suggested.
Descrição
Dissertação de Mestrado apresentada no Ispa - Instituto Universitário para obtenção de grau de Mestre na especialidade de Psicologia Social e das Organizações.
Palavras-chave
Persuasão Narrativas Paratextos Identificação Descrença Persuasion Narratives Paratexts Identification disbelief