Narrative, transportation and advertising

Brechman, Jean M.; Purvis, Scott C.

doi:10.1080/02650487.2014.994803

Cited by 82 publications

(88 citation statements)

References 50 publications

(47 reference statements)

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“…Green and Brock () argue that transportation is particularly likely to occur when the purpose of story consumption is enjoyment. Nevertheless, transportation has been used as a point of departure in several studies examining how consumers process advertising stories, and occurrences of transportation have been shown in this setting (e.g., Brechman & Purvis, ; Chang, ; Ching et al., ; Escalas, ). Transportation among consumers has also been observed as a result of salespeople's storytelling in face‐to‐face encounters (Gilliam & Flaherty, ).…”

Section: Conceptual Background and Hypothesesmentioning

confidence: 99%

“…In an advertising context, story effects have been examined by contrasting advertisements in story form to advertisements based on arguments or facts about product features. Fact-based ads are assumed to trigger an argument-based processing style (Brechman & Purvis, 2015;Chang, 2009;Deighton et al, 1989). These types of ads have also been referred to as informational ads (Boller, 1990;Puto & Wells, 1984), expository ads (Wentzel et al, 2010), factual ads (Peracchio & Meyers-Levy, 1997;Polyorat et al, 2007), or list-based ads (Adaval & Wyer, 1998) in previous research.…”

Section: Critical Thoughtsmentioning

confidence: 99%

“…Previous studies indicate that brand stories may have a positive effect on brand attitude (e.g., Brechman & Purvis, 2015;Chiu et al, 2012;Escalas, 2004aEscalas, , 2004bLundqvist et al, 2013). This might stem from the fact that stories are perceived as an interesting, entertaining, and enjoyable form of communication (Busselle & Bilandzic, 2008;Green et al, 2004;Lundqvist et al, 2013), and these perceptions are likely to have a positive influence on consumers' attitudes toward the brand (Escalas, 1998).…”

Section: Affective Attitudinal and Product Value Responsesmentioning

confidence: 99%

“…Brand stories have been shown to elicit a higher likelihood of purchase than other forms of communication (Brechman & Purvis, 2015;Escalas, 2004b;Escalas, Moore, & Britton, 2004;Lundqvist et al, 2013). This may stem from the way in which the information in a story is judged.…”

Section: Behavioral Intention Responsesmentioning

confidence: 99%

“…This means that the story has to be short. In comparison to TV commercials and printed ads, which also generally require short stories (Brechman & Purvis, ; Söderlund & Dahlén, ), fast‐moving consumer good (FMCG) packages have to include information required by laws and regulations (e.g., nutrition labels). This reduces the potential length of the story.…”

Section: Introductionmentioning

confidence: 99%

See 4 more Smart Citations

Short brand stories on packaging: An examination of consumer responses

Solja

Liljander

Söderlund

2018

Psychology and Marketing

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The persuasiveness of stories and their influence on consumers have been acknowledged in marketing, particularly within the advertising field. In marketing practice, brand stories are increasingly also appearing on product packages. However, packages differ from ads in significant ways as communication channels; for example, the space for messages on a package is limited by the size of the package. This study reports findings from two experiments comparing consumer responses to fast‐moving consumer good (FMCG) packages with and without short brand stories. The findings show that even a short brand story included on FMCG packaging has a positive impact on consumers’ affective, attitudinal, product value, and behavioral intention responses to the brand.

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Section: Conceptual Background and Hypothesesmentioning

confidence: 99%

Section: Critical Thoughtsmentioning

confidence: 99%

Section: Affective Attitudinal and Product Value Responsesmentioning

confidence: 99%

Section: Behavioral Intention Responsesmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 3 more Smart Citations

Short brand stories on packaging: An examination of consumer responses

Solja

Liljander

Söderlund

2018

Psychology and Marketing

View full text Add to dashboard Cite

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I Know I Am Ugly, but Please Listen to My Story First: An Examination of How Storytelling Can Impact Consumers' Valuation of Unattractive Produce

Pai,

Young,

Liska

et al. 2024

J of Consumer Behaviour

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In a world where food insecurity and food waste paradoxically coexist, the rejection of aesthetically imperfect yet edible produce significantly contributes to food waste. This study examines the application of compelling storytelling to alter consumer perceptions and behaviors toward unattractive produce, a perspective largely overlooked in sustainability research. We address this gap by exploring how storytelling can mitigate cognitive biases against such produce, thereby enhancing consumer acceptance through improved perceived taste. In Study 1, we examine the effect of unattractive produce on produce valuation and the mediation of perceived taste. In Study 2, we investigate the moderating role of storytelling in enhancing consumers' perceived taste of unattractive food. Through two experimental studies, we confirm that combining storytelling with marketing tactics, such as coupons, significantly increases consumers' consumption of unattractive produce. We recommend retailers utilize storytelling in marketing unattractive produce to optimize marketing effectiveness and promote sustainable food consumption. Our findings advance storytelling, visual marketing, and unattractive produce literature and offer practical insights for reducing food waste, contributing to sustainability efforts and social welfare. By employing a storytelling strategy, we support social good by encouraging the consumption of “ugly” produce.

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When the “Charm of Three” Fades: Mental Imagery Moderates the Impact of the Number of Ad Claims on Persuasion

et al. 2021

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Given the prevalence of imagery appeals in today's marketplace, the current research studies the role of mental imagery in how consumers process and react to advertisements with different numbers of ad claims. Past research has proposed "three" as the magical number of ad claims that maximizes persuasion, with more than three ad claims increasing skepticism and reducing evaluation. In the current research, we replicate this socalled "charm of three" effect, but only when consumers do not engage in mental imagery; when they do, however, we find that the effect is moderated, in that more ad claims beyond three produces more favorable product evaluation. Additionally, we provide evidence that the moderating effect of mental imagery is driven by transportation and skepticism toward the ad claims, with mental imagery increasing transportation and decreasing skepticism when there are more than three ad claims. Our research contributes to a better understanding of the "charm of three" effect, its boundary conditions, and underlying mechanism. Keywords Charm of three; Ad claims; Mental imagery; PersuasionMany ads contain more than one claim about the advertised product. For example, Oral-B's Glide touts "5 benefits; 1 floss: micro-textured floss helps protect against plague; gingivitis; cavities; odor-causing bacteria; and surface stain between teeth." Conventional wisdom suggests that if more positive claims are included, more compelling value propositions are delivered to consumers. This is consistent with the "set-size effect" that impressions about an ad and the advertised product increase with more positive claims (Anderson, 1967). This may explain why firms bombard consumers with a variety of product information in TV commercials, on billboards, in flyers, on websites, and in pop-up ads.

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Narrative, transportation and advertising

Cited by 82 publications

References 50 publications

Short brand stories on packaging: An examination of consumer responses

Short brand stories on packaging: An examination of consumer responses

I Know I Am Ugly, but Please Listen to My Story First: An Examination of How Storytelling Can Impact Consumers' Valuation of Unattractive Produce

When the “Charm of Three” Fades: Mental Imagery Moderates the Impact of the Number of Ad Claims on Persuasion

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