A Meta-Analysis Examining the Role of Character-Recipient Similarity in Narrative Persuasion

This meta-analysis synthesized 19 empirical articles reporting 123 effect sizes of character-recipient similarity on narrative processing and persuasion outcomes across different contexts, including health, environmental, and social issues. We also aimed to investigate whether the effect magnitude varies depending on how the similarity is operationalized, which perspective is adopted, and what context the narrative persuasion is placed in. The results indicated that, compared to a dissimilar counterpart, a similar character leads to stronger identification (k = 34, d = 0.14, p < .01) and self-referencing (k = 12, d = 0.16, p < .01). The effects on transportation (k = 22, d = 0.13, p = .05) and resistance (k = 12, d = -0.16, p = .05) were marginally significant. It was also found that the similarity manipulated on chosen demographic and biographic variables like occupation and living place yields the strongest impact among other variables (i.e., innate demographic and biographic variables like age and sex, psychological and behavioral variables like beliefs and behaviors). Furthermore, the similarity effect in narrative persuasion becomes intensified when combined with a first-person perspective and placed in a social issue context. By presenting a synthesis of the existing research, this meta-analytical study sought to identify areas in need of further refinement and outline future investigation directions for narrative persuasion.