Why Narrative Ads Work: An Integrated Process Explanation

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 varia...

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Veröffentlicht in:	Journal of advertising 2017-04, Vol.46 (2), p.283-296
Hauptverfasser:	Kim, Eunjin (Anna), Ratneshwar, S., Thorson, Esther
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertisements Attitudes Brands Credibility Moderators Narratives Original Research Articles
Online-Zugang:	Volltext
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