The moderating effect of manipulative intent and cognitive resources on the evaluation of narrative ads

Daniel Wentzel · Torsten Tomczak · Andreas Peter Herrmann

200 citations0/0 files storedPsychology and Marketing

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Media Influence and Health Marketing and Advertising Strategies Literature, Culture, and Aesthetics

Abstract

Abstract This research examines how salience of manipulative intent affects the evaluation of ads that are presented in a narrative or expository format. Study 1 shows that when manipulative intent is not salient, narrative ads are evaluated more positively than expository ads because they trigger a narrative processing style. When manipulative intent is salient, however, consumers regard the advertiser's tactics more suspiciously and adopt an analytical processing style to evaluate both narrative and expository ads. As a result, the relative advantage of narrative ads over expository ads disappears. A mediational analysis reveals that these effects are mediated by inferences of manipulative intent. Furthermore, Study 2 shows that cognitive load moderates these effects and that the negative impact of manipulative intent is significantly attenuated when cognitive load is high. Theoretical and managerial implications are discussed. © 2010 Wiley Periodicals, Inc.

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References

2025Advances in Consumer Research 1986Actual Minds, Possible Worlds 2000The role of transportation in the persuasiveness of public narratives.1994The Persuasion Knowledge Model: How People Cope with Persuasion Attempts 1992Advances in Consumer Research 1994Behavioral Expressions and Biosocial Bases of Sensation Seeking 2003You Are What They Eat: The Influence of Reference Groups on Consumers’ Connections to Brands 2004Narrative Processing: Building Consumer Connections to Brands

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