Publication details [#62207]

Kim, Nuri and Magdalena Wojcieszak. 2016. How to Improve Attitudes Toward Disliked Groups. The Effects of Narrative Versus Numerical Evidence on Political Persuasion. Communication Research 43 (6) : 785–809.
Publication type
Article in journal
Publication language
Place, Publisher
SAGE Publications


This study advances a model of how messages on groups one personally dislikes impact individual attitudes, using message persuasion and out-group admission theories to account for evidence type (numerical vs. narrative), easing conditions (fostering empathy vs. objectivity), and the underlying mechanisms (immersion). This model is tested in a pretest-posttest experiment, in which a sample of 601 Americans read counter-attitudinal observations below articles proposing either narrative or numerical evidence on illegal immigrants or same-sex couples. Narratives led to greater message admission and greater immersion, particularly in the empathetic condition. In turn, numerical messages caused self-perceived attitude shift in the objective condition. Immersion mediated narratives' persuasive impact in the empathetic, but not in the objective condition.