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Motivational determinants of transportation into marketing narratives

Brent McFerran · Darren W. Dahl · Gerald J. Gorn · Heather Honea

60 citations0/0 files storedJournal of Consumer Psychology

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Media Influence and Health Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

Abstract

Abstract 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.

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References

1982Asymptotic Confidence Intervals for Indirect Effects in Structural Equation Models 1990The case for motivated reasoning.1982The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun 2000The role of transportation in the persuasiveness of public narratives.2004Narrative Processing: Building Consumer Connections to Brands 1987The Role of Imagery in Information Processing: Review and Extensions 1993Experiencing Narrative Worlds 2018Experiencing Narrative Worlds

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2021The Power of Brand Selfies 2020Together We Rise: How Social Movements Succeed 2022A Picture’s Worth a Thousand Words: Using Depicted Movement in Picture-Based Ads to Increase Narrative Transportation 2017Consumer imagination in marketing: a theoretical framework 2015Characterizing donation behavior from psychophysiological indices of narrative experience 2018What if two involving stories contradict each other?

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