We propose and test an integrated process explanation for why narrative ads in general are more persuasive than non-narrative ads. A study involving a random sample of 25 narrative and 25 non-narrative TV commercials and 484 nonstudent research participants confirmed that a set of four process variables—emotive response, ad hedonic value, ad credibility, and perceived goal facilitation—collectively mediate the positive effects of narrative (versus non-narrative) ads on attitude toward the ad (Aad) and brand attitudes. The results also supported moderated mediation processes, with type of featured product and product involvement as important moderators. Implications for theory as well as practice are discussed.
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