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Narrating pain to make you understand : using novel metaphors to increase empathy

Edward De Vooght (UGent) and Liselot Hudders (UGent)
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Abstract
Narrative advertising has focused on evoking empathy to promote prosocial and healthy behaviour. One way to increase empathic responses is by using novel metaphors, which stimulate embodied simulation, a key process for empathy. The present study examines the indirect, positive effect of using novel metaphors in pain narratives on the elicited empathy mediated by the richness of the embodied simulation. Two experiments with a total of 462 participants were conducted. Participants were confronted with a patient’s pain testimony (including no metaphor, familiar metaphor or novel metaphor). Results indicated a richer embodied simulation for novel metaphors, compared to familiar metaphors or literal utterances. Likewise a positive, indirect effect was observed of novel metaphors over familiar metaphors on empathy through the richness of embodied simulation. No differences were observed between familiar metaphors and literal utterances. Therefore, novel metaphors have the potential to increase empathy when narrating pain helping us understand ‘the other’.
Keywords
Empathy, Narrative advertising, Metaphor, Embodied simulation, Experiment

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MLA
De Vooght, Edward, and Liselot Hudders. “Narrating Pain to Make You Understand : Using Novel Metaphors to Increase Empathy.” ICORIA 2021, 19th International Conference on Research in Advertising, Proceedings, 2021.
APA
De Vooght, E., & Hudders, L. (2021). Narrating pain to make you understand : using novel metaphors to increase empathy. ICORIA 2021, 19th International Conference on Research in Advertising, Proceedings. Presented at the 19th ICORIA, Bordeaux, France.
Chicago author-date
De Vooght, Edward, and Liselot Hudders. 2021. “Narrating Pain to Make You Understand : Using Novel Metaphors to Increase Empathy.” In ICORIA 2021, 19th International Conference on Research in Advertising, Proceedings.
Chicago author-date (all authors)
De Vooght, Edward, and Liselot Hudders. 2021. “Narrating Pain to Make You Understand : Using Novel Metaphors to Increase Empathy.” In ICORIA 2021, 19th International Conference on Research in Advertising, Proceedings.
Vancouver
1.
De Vooght E, Hudders L. Narrating pain to make you understand : using novel metaphors to increase empathy. In: ICORIA 2021, 19th International Conference on Research in Advertising, Proceedings. 2021.
IEEE
[1]
E. De Vooght and L. Hudders, “Narrating pain to make you understand : using novel metaphors to increase empathy,” in ICORIA 2021, 19th International Conference on Research in Advertising, Proceedings, Bordeaux, France, 2021.
@inproceedings{8713898,
  abstract     = {{Narrative advertising has focused on evoking empathy to promote prosocial and healthy behaviour. One way to increase empathic responses is by using novel metaphors, which stimulate embodied simulation, a key process for empathy. The present study examines the indirect, positive effect of using novel metaphors in pain narratives on the elicited empathy mediated by the richness of the embodied simulation. Two experiments with a total of 462 participants were conducted. Participants were confronted with a patient’s pain testimony (including no metaphor, familiar metaphor or novel metaphor). Results indicated a richer embodied simulation for novel metaphors, compared to familiar metaphors or literal utterances. Likewise a positive, indirect effect was observed of novel metaphors over familiar metaphors on empathy through the richness of embodied simulation. No differences were observed between familiar metaphors and literal utterances. Therefore, novel metaphors have the potential to increase empathy when narrating pain helping us understand ‘the other’.}},
  author       = {{De Vooght, Edward and Hudders, Liselot}},
  booktitle    = {{ICORIA 2021, 19th International Conference on Research in Advertising, Proceedings}},
  keywords     = {{Empathy,Narrative advertising,Metaphor,Embodied simulation,Experiment}},
  language     = {{eng}},
  location     = {{Bordeaux, France}},
  pages        = {{16}},
  title        = {{Narrating pain to make you understand : using novel metaphors to increase empathy}},
  url          = {{http://www.europeanadvertisingacademy.org/}},
  year         = {{2021}},
}