Impact of persuasive approaches on domains of engagement
cognitive and affective
While no literature exists examining the impacts of persuasive communication approaches on engagement, previous work suggests that narrative and informational approaches persuade using different mechanisms [Identifying whether particular domains of engagement may be particularly useful for targeted campaigns; for instance, campaigns aiming to promote socio-political change, may benefit from changing behavioural engagement, while campaigns aiming to reduce stigma may wish to impact cognitive and affective domains. As such, this study also sought to understand whether the type of persuasive communication may impact different engagement domains.