| Article ID | Journal | Published Year | Pages | File Type |
|---|---|---|---|---|
| 1017291 | Journal of Business Research | 2013 | 7 Pages |
Abstract
Narrative advertising conveys the core message by telling a story. The present study investigates the persuasion effects and mediation process for narrative ads, as well as how the presentation format of the story (verbal versus visual) may influence consumers' information processing. The results show that argument strength has a positive effect on attitudes when the ad does not contain a narrative story but the effect diminishes for narrative ads. Transportation mediates the impact of narrative ads on ad attitude and product evaluation when the story presentation is verbal rather than visual.
Keywords
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Business and International Management
Authors
Nai-Hwa Lien, Yi-Ling Chen,