Incorporating Message Framing into Narrative Persuasion to Curb E‐Cigarette Use Among College Students

This study examines the interaction effect of message format (narrative vs. nonnarrative) and message framing (gain vs. loss) in e‐cigarette prevention targeting young adults. Results of a two‐way experiment (N = 439) revealed that transportation and discrete emotions mediated message effect on risk perception and behavioral intention. Compared to the gain‐framed nonnarrative, the gain‐framed narrative reduced feelings of guilt, and guilt was negatively related to risk perception and positively related to behavioral intention. Thus, the gain‐framed narrative achieved desirable persuasive outcome through guilt—increasing risk perception and decreasing intention to use e‐cigarette. Similarly, the loss‐framed narrative evoked greater sadness, which also led to increased risk perception and decreased behavioral intention. Transportation and discrete emotions mediated message effect in a serial order. This research not only contributes to the literature on narrative persuasion and emotion, but also provides insight for health communication designed for e‐cigarette prevention.