To Pause With a Cliffhanger or a Temporary Closure? The Differential Impact of Serial Versus Episodic Narratives on Children's Physical Activity Behaviors
In: Communication research, p. 009365022311660
ISSN: 1552-3810
Research has supported the effectiveness of narratives for promoting health behavior, but different narrative presentation formats (serial vs. episodic) have seldom been compared. Suspense theories suggest that serial narratives, which do not provide a full resolution at the end of an episode, may create higher motivation for continued engagement with a story. Forty-four 8 to 12-year-old children were randomly assigned to watch an animation series designed for an existing active video game in which the plot was delivered either continuously across multiple episodes (serial) or in multiple yet relatively independent self-contained episodes (episodic). Controlling for social desirability, children who watched the serial narrative had significantly more moderate to vigorous physical activity (MVPA) and step counts while the episodic group's gameplay duration decreased, especially during later visits. There was no difference in self-reported narrative immersion or physical activity intention. Serial narratives can result in more time spent in MVPA behaviors than episodic narratives.