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

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.


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.


Anne Hamby, Virginia Tech, USA
Meghan Pierce, Pontificia Universidad Católica de Chile
Kim Daniloski, University of Scranton


NA - Advances in Consumer Research Volume 40 | 2012

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