The Impact of Narrative Format on Adult Learners

This research aims to explore the influence of diverse narrative formats on adult learners' attitudes towards postsecondary education. It addresses the critical need to engage adult learners in higher education marketing efforts. The study will involve two focus groups with adult learners currently enrolled at Cape Fear Community College. Participants will be shown different narrative formats, including web-based text stories and videos, followed by guided discussions. The goal is to understand how these formats impact factors such as attention, identification, social proof, and emotion.