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:	Bayes Business School > Management

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