Persuasive Effects of Story and Statistical Evidence

Abstract

The persuasive effects of story and statistical evidence were examined for three different message topics. Students (N = 100) read three story or statistical messages and completed post-test measures, including ones involving beliefs and cognitive responses. A two-way interaction between message topic and evidence indicated that the persuasiveness of evidence varied by message topic. Exploratory analyses revealed that statistics were rated as more scientific and less personal than stories, but these characteristics of evidence were not related to persuasiveness.