Narrative Versus Statistical Evidence in Environmental Persuasion: A Meta-Analysis Study

This meta-analysis examines the effectiveness of narrative versus statistical evidence in environmental communication. Narrative evidence significantly enhances risk perception and behavioral intention, while statistical evidence plays a more conditional role in shaping attitudes. Moderator analyses reveal that video-based messages enhance the impact of narratives on risk perception, while locally framed statistical messages strengthen their effect on attitude. Longer messages are more effective at influencing behavioral outcomes than shorter ones. Explicit statistical messages enhance risk perception and intention, while non-explicit narratives remain effective. These findings highlight the importance of integrating narrative and statistical evidence in environmental communication campaigns.