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Effects of narrative transportation on persuasion: A meta-analysis

van Laer, T., de Ruyter, K. and Wetzels, M. (2012). Effects of narrative transportation on persuasion: A meta-analysis. NA - Advances in Consumer Research, 40, pp. 579-581.

Abstract

This meta-analytic review covered a decade of research on the transportation–persuasion relationship. Transportation occurs when consumers mentally enter a world evoked by a narrative. Story topic familiarity and transportability were the greatest moderators. These findings put a spotlight on the importance of the consumer in the narrative persuasion process.

Publication Type: Article
Additional Information: © 2012 Association for Consumer Research. Permission to add this article to City Research Online has been granted by the publisher.
Subjects: B Philosophy. Psychology. Religion > BF Psychology
H Social Sciences > HF Commerce
Departments: Cass Business School > Management
URI: http://openaccess.city.ac.uk/id/eprint/16984
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