Testimonials as motivators: the case of end-of-life conversations.

This article investigates the persuasive impact of testimonial narratives versus non-narrative messages on intentions to engage in end-of-life (EOL) conversations, a behavior that is generally supported but often avoided due to anxiety. The study found that testimonial messages increased behavioral intentions primarily through eliciting meaningful affect—emotions such as feeling moved or inspired—and enhancing self-efficacy, or confidence in one's ability to have these conversations, without reducing anxiety or annoyance toward the message. Anxiety was associated with greater annoyance and counterarguing overall but did not moderate the testimonial's effects. These findings suggest that eudaimonic testimonials, which evoke reflections on shared human experiences, can motivate pro-attitudinal but anxiety-provoking behaviors by fostering inspiration and self-efficacy rather than by alleviating anxiety.