Social and Behavioral Sciences Commons^™

The Effectiveness Of Narrative Transportation Varies By Product Type And Gender, Junwen Su

Honors Theses

Previous studies had explored that narrative transportation increases affectivity and decreases cognitive responses. Specifically in the context of advertisement narrative transportation was found to increase product and brand evaluation and therefore was considered as an effective promotional strategy for marketers. In the current study we examined the direct impacts of narrative advertisement on people's positive affectivity critical thinking ability and brand evaluation and how the impacts differed between females and males and also between people assigned to read ad of spontaneous product and deliberative product. Participants were randomly assigned to read one of four types of radio transcript: narrative spontaneous …