Effects of Parasocial Experiences on Health Outcomes

Abstract

Abstract This chapter synthesizes research on the influence of parasocial experiences in audience health-related perceptions and behavior. Exposure to health messages may be part of routine media use or result from active seeking of health-related information and guidance. Drawing on research in the domains of entertainment–education, media figure health events, and strategic health messaging, this review discusses theoretical mechanisms of parasocial influence on health outcomes, including message salience and issue involvement, diffusion, modeling, overcoming resistance, social norms, and source credibility. After reviewing research on specific health outcomes (including physical disease awareness, prevention, and treatment; mental health/mental illness; everyday health behaviors; social connection and well-being; and public health outcomes), the chapter concludes with recommendations for future research.