This study investigated the effect of modality and communication style on website satisfaction and recall of cancer-related information in a 3 (written vs. informational video vs. narrative video) by 2 (younger vs. older age) experimental design. An online experiment among younger (n = 195, mean age = 41.55 years) and older (n = 162, mean age = 68.92 years) adults showed that audiovisual modality (vs. written information) was found to increase recall of information, but only for the narrative video. The mediators identification and transportation appeared to be important predictors of website satisfaction and information recall. Increased identification with the story’s character enhanced website satisfaction, but decreased recall of information. Higher levels of transportation increased both website satisfaction and recall of information. In a test of moderated mediation, identification was found to marginally significantly mediate the Age X Communication Style effect.
|Published - 2013