Testing Effects of Wishful Thinking and Similarity on Identification and Narrative Persuasion

Previous studies have linked identification with a story character to persuasion. To explain how identification is formed and influences persuasive effects of a narrative, this study examines audience members’ wishful thinking (their desire to be like a story character) and perceived similarity with a story character. In an experiment, after risk perception was manipulated, participants listened to a story in which story characters did or did not get in a car accident. The results showed that in both risk perception conditions, participants were more likely to identify with story characters who did not get into a car accident, indicating that wishful thinking leads to identification. In addition, wishful thinking mediated the effect of the story on participants’ behavioral intention to engage in safe driving; but identification and perceived similarity did not mediate the effect.