Reading works: Psychologists explore how reading can change behavior

Prof. Dr. Tobias Richter from the Institute of Psychology at the University of Kassel and his colleague Dr. des. Maj-Britt Isberner are investigating the potential of stories to permanently change the beliefs and behavior of test subjects in several experiments until mid-2016. The Kassel-based researchers are collaborating on the project with media psychologist Prof. Dr. Markus Appel from the University of Koblenz-Landau. The German Research Foundation (DFG) is funding the collaborative project "Cognitive and Emotional Processes of Persuasion through Narratives" with a total of 360,000 euros. The results of this basic research will be published on an ongoing basis throughout the duration of the project.

Evidence from history that fictional stories can change people's attitudes abounds. For example, it is said that the story "Uncle Tom's Cabin" changed the view of many U.S. Americans on the issue of white and black equality in the mid-19th century, and even contributed to the outbreak of the Civil War in the United States. Dr. des. Maj-Britt Isberner cites a recent case: after reading Harry Potter novels, many children would have asked for an owl as a pet - probably a very exotic idea before.

Prof. Richter and his team bring a wealth of expertise to the research project. In previous studies and experiments, the head of the Department of General Psychology has already been able to prove the subtle effect of stories on readers' attitudes: After reading an emotional, fictional story in which the protagonist suffers a serious accident, subjects' willingness to donate organs increased, the scientist reports. "Even if stories are purely fictional, they influence beliefs about the real world," Richter says, "and this influence can work even after a long time."

This works better, he says, the deeper the reader immerses himself in the story; he undertakes a "mental journey into the world of the story." This can also permanently change the way the subject perceives the real world, Richter says. Stories with an emotional connection can often bring about behavioral changes more readily than rational, scientifically based arguments. The tale of woe of an acquaintance, for example, can make more of an impression on smokers than the scientifically substantiated statement "smoking causes cancer.

In the first experiment of the current DFG project, the subjects read a story that was supposed to change their attitude toward the consumption of so-called smoothies, highly sugary drinks. Whether or not this manipulation was successful was monitored in due time after the experiment, among other things, by asking whether the subjects were willing to donate money to combat the negative consequences of soft drink consumption. Initial evaluations indicated a successful outcome, reported Dr. des. Isberner. Up to 100 subjects participate in each experiment.

The methods used by the Kassel researchers to study the effect of stories on readers are diverse. In addition to questionnaires and reaction time experiments, elaborate technical equipment is used: The researchers use a special infrared camera to track the subjects' gaze direction and gaze dwell time while reading texts. Skin resistance and other bodily functions are measured continuously to document the reader's level of emotional arousal.

According to Prof. Richter, the research project could provide insights into more than just the potential of stories to change persuasion and behavior. "Knowing the effects of stories is also part of media literacy," says the scientist. Because the persuasive effect of stories also has a negative side: namely, a narrative can also transport unnoticed beliefs that run counter to the reader's attitude - if only they are cleverly packaged in the story. Or it can even convey falsehoods as true. The research findings can help media consumers debunk such effects and develop an awareness of how stories can change their beliefs.

Image at: www.uni-kassel.de/uni/fileadmin/datas/uni/presse/anhaenge/2014/Eye.JPG
Caption: Dr. des Maj-Britt Isberner demonstrates how test subjects are observed by the infrared camera while reading. Photo: University of Kassel

Contact:
Prof. Dr. Tobias Richter
University of Kassel
Department of General Psychology
Tel.: +49 561 804-3574
Email: tobias.richter@uni-kassel.de