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