To pause with a cliffhanger or a temporary closure? The differential impact of serial versus episodic narratives on children's physical activity behaviors

Authors: LU, AMY - Northeastern University; GREEN, MELANIE - University At Buffalo; SOUSA, CAIO - Loyola Marymount University; HWANG, JUNGYUN - University Of Florida; LEE, I - Harvard School Of Public Health; Thompson, Deborah - Debbe; BARANOWSKI, TOM - Children'S Nutrition Research Center (CNRC)

Submitted to: Communication Research
Publication Type: Peer Reviewed Journal
Publication Acceptance Date: 3/15/2023
Publication Date: 4/23/2023
Citation: Lu, A.S., Green, M.C., Sousa, C.V., Hwang, J., Lee, I.M., Thompson, D.J., Baranowski, T. 2023. To pause with a cliffhanger or a temporary closure? The differential impact of serial versus episodic narratives on children's physical activity behaviors. Communication Research. https://doi.org/10.1177/00936502231166091.
DOI: https://doi.org/10.1177/00936502231166091

Interpretive Summary: Narratives or stories can effectively promote health behavior, but different ways of presenting a narrative (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, but the effect on behavior is not clear. Forty-four 8 to 12-year-old children were randomly assigned to watch an animation story designed to accompany an existing active video game in which the plot was delivered either continuously across multiple episodes (serial – with cliff hangers to attract viewer return) or in multiple yet relatively independent self-contained episodes (episodic). 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. Serial narratives can result in more time spent in MVPA behaviors than episodic narratives.

Technical Abstract: 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.