Citation: van Laer, T. (2015). The Extended Transportation-Imagery Model: A metaanalysis of the antecedents and consequences of consumers' narrative transportation. Paper presented at the Research Seminar, 22 Jan. 2015, University of Sydney, Australia. This is the accepted version of the paper.This version of the publication may differ from the final published version. On an individual level, stories represent one of the first-if not the firstform of cultural transmission after birth.
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Relevance of stories
A Story about StoriesNarratology, or the study of stories, implies a holistic appreciation of stories by means of an "examination of the content, structure, and context" (Stern, Thompson, and Arnould 1998, 199): Structural analysis (Barthes 1975) consists of inspecting the "basic rules of narrative accounting" (Gergen and Gergen 1988, 30), which make stories much more than a sequence of propositions (Adaval, Isbell, and Wyer 2007; Adaval and Wyer 1998; Pennington and Hastie 1988) . Post-structural analysis directs attention to the cultural, historical, and social context in which the story unfolds and that make it possible and interpretable (Holt 1997; Shankar et al. 2001; Thompson 1997).
Interpreting storiesA Story about Stories
Stories in consumer researchStories have attracted much scholarly attention of consumer researchers. We identify two disciplinary approaches of consumer research to stories: Stories as a persuasive lever, whenever scholars' attention focuses on stories' capacity of activating affective and cognitive changes in story-receivers-that is, consumers of the story-that may eventually affect their beliefs, attitudes, intentions, and behaviours (Gerrig 1993; Green 2008).
A Story about Stories
Stories in our researchOur research focuses on: Narrative transportation occurring whenever the consumer experiences a feeling of entering a world evoked by the narrative and is thus 'lost in the story ' (Nell 1988). This particular state of suspension of disbelief and deep involvement is possible when certain contextual and personal preconditions are met, as Green and Brock (2002) 1. Develop a model that integrates the antecedents and consequences of narrative transportation.2. Empirically assess the model with a quantitative metaanalysis of extant research.3. Uncover issues that deserve further attention and provide directions for further research.
A Story about Stories
Gap and research objectivesNarrative Transportation
Key constructs: Ingredients of the potionThe conceptual building blocks of our work are four:1. Story 2. Narrative 3. Narrative transportation 4. Narrative persuasion Narrative Transportation
Key constructs: Ingredients of the potionFormer works use the concepts of story and narrative interchangeably (Chase 1995; Grayson 1997; Shankar et al. 2001). Yet, on closer inspection of Thompson's (1997, 438) hermeneutic analysis of consumer stories we read that a narrative is derived from a process of attribution of meaning to and interpretation of a story. ...
