Self-Presence Matters: How Levels of Presence Shape Health Behavior Change in Excessive Digital Device Use

The issue of excessive digital device use is widespread, presenting significant challenges for health communication. This study extends exemplification theory to virtual environments, exploring whether varying levels of presence influence the exemplification effect and trying to identify the underlying mechanisms associated with it. Our findings suggest that higher levels of presence are more effective in fostering a greater intent to change behavior. Specifically, self-presence and perceived argument strength emerged as key mechanisms. The theoretical and practical implications of these findings are discussed.