The Effects of Fear and Shame in Health Testimonial Videos on Identification and Health Beliefs

Two online experiments (Study 1 N = 310; Study 2 N = 967) using video testimonials manipulated the degree of fear and shame experienced by viewers by varying the degree of risk and stigma associated with the illnesses endured by the protagonists. Results showed that increasing risk and stigma intensified identification, which in turn affected story-consistent beliefs. Trait empathy, expected to increase identification did not predict higher identification. Both studies, using different videos depicting different illnesses, found similar results suggesting a general pattern. Results are discussed in the context of persuasion theory and implications for message design are suggested.