Exemplification theory: a review and meta-analysis of exemplar messages

Exemplification theory has been used to explain media and message effects across a variety of domains. However, the theory has been critiqued for lacking empirical support for many of its predictions and underlying assumptions. In this paper, we review exemplification theory, contrast exemplars with narratives, and report the results of a meta-analytical test of one of exemplification theory’s predictions. We found that individuals exposed to messages featuring exemplars reported stronger persuasion outcomes than individuals exposed to base-rate or non-exemplar messages (d¯ = 0.26, k = 26, N = 5480). Our results provide additional evidence for one of the predictions of exemplification theory, support for the use of exemplars in persuasive messages, and suggest directions for future exemplification research.