IMAGINE YOURSELF IN THE PRODUCT : Mental Simulation, Narrative Transportation, and Persuasion

Children’s Advertising Literacy for New Advertising Formats: The Mediating Impact of Advertising Literacy on the (Un)Intended Effects of Advergames and Advertising Funded Programs.

“…A possible explanation is that because both advertising formats integrate the commercial message into the media content, a ceiling effect is reached concerning the difficulty of understanding the persuasive intent of these formats. However, the level of interactivity, which is the main difference between both formats, seems to relate more to the affective component of persuasion knowledge because of the feelings of fun and escapism with which it is associated (Escalas, 2004). Also, the results show that the impact of advertising format on pester power and materialism is mediated by affective persuasion knowledge, but not by cognitive persuasion knowledge.…”

“…Because of this interactive nature, children are strongly involved with the game, resulting in a higher focus and the feeling of immersion in the online game (Cauberghe and De Pelsmacker, 2010;Escalas, 2004;Hsu and Lu, 2004). Although both AFPs and advergames might be very liked by children, the absortion and potential state of flow caused by the interactivity may affect children's affective advertising literacy level, that is described as their critical attitude towards the advertising format (Boerman et al, 2012;Rozendaal et al, 2012), more strongly and in a negative way (Escalas, 2004) (Privette, 1983). When playing an advergame, children's critical processing of an embedded ad is less likely, than when passively watching an AFP.…”

Argument Strength and the Persuasiveness of Stories

“…Tentative evidence in support of this hypothesis can be found in advertising research. Recipients who saw a print ad and imagined using the advertised product were less influenced by variations in argument strength than recipients who saw the print ad but did not imagine product use (Escalas, 2004; 2007; Lien & Chen, 2013; Praxmarer, 2011). Transferred to the effects of stories, these findings suggest that argument strength matters less when stories follow a typical story-structure or recipients are highly transported into the story world or both.…”

Assessing the effect of narrative transportation, portrayed action, and photographic style on the likelihood to comment on posted selfies

“…Prior research shows that narrative transportation, or this feeling of entering the narrative world, depends on the perception of a causal relationship between portrayed characters and visual elements (Escalas, 2004).…”

“…Second, we examine the pivotal role of the narrative perspective for eWOM, by observing how character identification (i.e. the extent to which receivers understand the experience of the character by knowing and feeling the world in the same way; Escalas, 2004) influences consumer likelihood to comment on the photo.…”