Can Narratives Increase Compliance?

Abstract. The current study assessed whether vicariously experiencing story characters granting a small favor can induce similar intentions from its audiences. Acting upon the perspectives of story characters, audiences may agree to a subsequent larger request to the same cause, as in the case of vicarious foot-in-the-door (VFITD). Study 1 found that a VFITD story was more effective in eliciting prosocial intentions than a non-VFITD story and a non-narrative message. That is, the VFITD condition generated greater intentions to volunteer in a series of activities, with attitudes mediating this process. Study 2 replicated this result. It also showed that when a VFITD story can generate sufficient levels of identification, it is more effective than a non-VFITD narrative in eliciting prosocial intentions. Implications of this study are also discussed.