Narrative, transportation and advertising

Autor:	Jean M. Brechman, Scott C. Purvis
Rok vydání:	2015
Předmět:	Marketing Recall Communication Attitude change Sample (statistics) Narrative Advertising Psychology
Zdroj:	International Journal of Advertising. 34:366-381
ISSN:	1759-3948 0265-0487
DOI:	10.1080/02650487.2014.994803
Popis:	An increasing body of research demonstrates that narrative-based communication can be effective in eliciting attitude change, especially when recipients become transported into the narrative. Using data from a national sample of viewers of Super Bowl XLV (2011) or XLVI (2012), this study addresses whether some people are more disposed to be transported by narrative advertising and how they react to it. Evidence is presented to suggest that people differ in their receptivity to narrative messaging and that these differences are significantly related to advertising effectiveness. Managerial implications of this work are discussed.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::8af4684ae8b9b96d79562320c7176b54 https://doi.org/10.1080/02650487.2014.994803 Zobrazit plný text záznamu Plný text ve formátu PDF Plný text ve formátu HTML
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