How Do Statistical and Narrative Evidence Affect Persuasion?: The Role of Evidentiary Features

Abstract

Studies of statistical versus narrative messages have been inconsistent as to which message type is more persuasive. The current study clarifies this issue by identifying evidentiary features that make each message type gain a persuasive advantage over the other. Amount of evidence and perceived vividness were tested as message features that enhance the perceived persuasiveness of statistical and narrative messages, respectively. The participants were students (N = 130) from undergraduate communication classes. Perceived vividness was found to make the perceived persuasiveness of narrative evidence greater than that of statistical evidence, whereas amount of evidence functions mainly to the advantage of statistical evidence. Two messages were studied, and message order made a difference. Regardless of message topic, the second message was found to be more consistent with the hypotheses than the first. The study's limitations as well as directions for future research are discussed.