Putting Myself in Your Shoes: the Role of Identification in Persuasion

Anne Hamby, Virginia Tech, USA
Meghan Pierce, Pontificia Universidad Católica de Chile
Kim Daniloski, University of Scranton
While source characteristics contribute to persuasion in informational messages, identification with characters is more influential in a narrative context. The results of two studies indicate that level of identification with an author has a positive impact on attitude toward the focal subject in the narrative context.
[ to cite ]:
Anne Hamby, Meghan Pierce, and Kim Daniloski (2012) ,"Putting Myself in Your Shoes: the Role of Identification in Persuasion", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1110-1110.