Motivational determinants of transportation into marketing narratives

Brent McFerran, Darren W. Dahl, Gerald Gorn, Heather Honea

Research output: Journal article publicationJournal articleAcademic researchpeer-review

20 Citations (Scopus)

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.
Original languageEnglish
Pages (from-to)306-316
Number of pages11
JournalJournal of Consumer Psychology
Volume20
Issue number3
DOIs
Publication statusPublished - 1 Jul 2010
Externally publishedYes

Keywords

  • Advertising
  • Lottery
  • Narratives
  • Transportation

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing

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