Developing a Mediation Model for Narrative Evidence Processing Based on Social-Cognitive Variables and Agency-Based Cultural Exemplars

Soo Jung Hong


This study develops three types of agency-based cultural narrative evidence based on a new theoretical model of narrative processing. Using structural equation modeling, several social-cognitive variables’ influence on perceived narrative evidence quality, identification, engagement, and behavioral intentions to communicate family health history was tested. The results suggest the importance of narrative evidence quality, identification, and engagement in linking social-cognitive variables and behavioral intentions. Meanwhile, pairwise comparison tests show that the routes of message processing within the model were moderated by participants’ cultural identity and the condition of cultural narrative evidence. The results suggest that perceived behavioral control may increase the effectiveness of cultural exemplars by enhancing the target audience’s perceptions and processing of the cultural narrative evidence.


cultural exemplar, narrative evidence, message effect, theory of planned behavior, moderated mediation

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