کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
882372 911934 2010 11 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Motivational determinants of transportation into marketing narratives
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
Motivational determinants of transportation into marketing narratives
چکیده انگلیسی

This paper identifies factors that facilitate narrative transportation, where people become immersed in the storyline of an advertisement. Specifically, using a lottery context, this research shows that consumers who feel lucky or believe in personal good luck are motivated to engage in transportation, a process that is intensified as the attractiveness of the outcome increases. Further, this research shows that highly transported consumers (a) become more focused on ad outcomes and less on the low personal probability of winning, and that (b) attempts to attenuate consumers’ transportation are most efficacious if undertaken before the ad (and transportation) begins.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Consumer Psychology - Volume 20, Issue 3, July 2010, Pages 306–316
نویسندگان
, , , ,