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The more consumers are engaged in the media context, the more likely the advertising effectiveness will be negatively affected. Previous research on the transportation experience has shown that a high level of transportation into the narrative flow leads to more changes in story-related beliefs and produces a pleasurable experience. In advertising, a high level of transportation into an ad leads to a more favorable brand evaluation and greater intentions to purchase that brand's products. Most of the research on this topic has examined the effect of transportation induced by an ad or story.
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