Narrative Persuasion: Message Format Influence on Intention to Screen for Cervical Cancer among Women in Agricultural Sector in Kiambu County, Kenya

Abstract

While the recent research has proven the effectiveness of narrative-based interventions in promoting health interventions, it is still not entirely clear exactly what particular element of narrative message influence higher perception of threat and efficacy and ultimately lead to persuation to adopt the recommended health behavior. In this regard therefore, the current study sought to investigate how manipulating various elements of narratives affect intention to take up cervical cancer screening services by women in agricultural sector. The general objective of the study was to determine the effects of narrative message format on intention to screening for cervical cancer among women in agricultural sector in Kiambu, Kenya. Specific objective were to determine the effect of message frame on intention to screening for cervical cancer among women in agricultural sector in Kiambu County, Kenya; to assess the effects of narrator’s perspective on intention to screening for cervical cancer among women in agricultural sector in Kiambu County, Kenya; to evaluate the effects of narrative rationality on intention to screening for cervical cancer among women in agricultural sector in Kiambu County, Kenya; and to determine moderating effects of Character identification on intention to screening for cervical cancer among women in agricultural sector in Kiambu County, Kenya.A randomized experimental study design was used. The sample size was 378. The respondents were randomly allocated to the four study arms. The messages was presented via a medium of a brief information video clips on cervical cancer and cervical screening. A uniform pretest questionnaire on cervical cancer and cervical cancer screening was completed by respondents before and after watching a narrative video. Chi Square test, ANOVA, ANCOVA and Hierarchical Multiple Regression were used in data analysis. On the findings, in regard to the effect of message frame on intention to screen for cervical cancer among the respondents, the study demonstrated that manipulating message frame resulted in change on intention to screen for cervical cancer. Post Hoc analysis demonstrated that lossfraed narratives were more effective compared to gain framed narratives in changing intention to screen for cervical cancer. In respect to the Effects of narrator’s perspective on intention to screening for cervical cancer among the respondents, the study demonstrated that narratives presented in the first person perpective was more effective compared to the second person perpective. In respect to the effects of narrative rationality on intention to screening for cervical cancer among the respondents, the study demonstrated that repondents who evaluated the narrative as rational experienced a bigger change on intention to screen for cervical cancer. Finally, regarding the moderating effects of Character identification on relationship between message format and intention to screening for cervical cancer among the respondents, the study demonstrated that charcter identification had moderation effects on the relationship between message format and intention to screen for cervical cancer. The study therefore concluded that using a narrative that is loss framed, in the first person perspective, which is complete, comprehensive and believable, and presented to the target audience who identify with the narrator, may be effective in promoting screening for cervical cancer among women in agricultural sector.