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Annual Conference 2019

March 28–31, 2019

Marriott City Center, Dallas, TX

Proposal authors of accepted papers can use the tool below (scroll down) to see where they have been placed in the agenda. Note: Special Topics sessions - Only the submitter's name is searchable, not panelists. [If you wish an overview of the conference please click here: Conference Overview Agenda.

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4.3d Testing the Extent of the ‘Immersive’ Experience with Narrative Advertising

Saturday, March 30, 2019 at 8:30 AM–10:00 AM CDT

The present research proposes and tests a framework for narrative-advertising effectiveness. A study with 40 commercials and 421 participants confirmed that advertising persuasiveness could be enhanced when narratives elicit more self-relevance and produce more vividness.  Specifically, narrative ads high on both self-relevance and vividness produced greater goal and emotional engagement, more emotional engagement, and higher likelihood of decreased ad skepticism, resulting in more positive ad and brand attitudes. Further, the results also supported moderated mediation processes, with ad message explicitness as an important moderator. This research not only enhances our theoretical understanding of how narrative advertising works, but also provides specific guidance for advertising practitioners on which creative components can help elevate narrative persuasion.

First & Corresponding Author

Eunjin Kim, University of Southern California
Authors in the order to be printed.
Eunjin Kim, University of Southern California; Sidharth Muralidharan, Southern Methodist University; Heather Shoenberger, Pennsylvania State University

Additional Authors

Sidharth Muralidharan, Southern Methodist University
Heather Shoenberger, Pennsylvania State University