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Motivational determinants of transportation into marketing narratives

journal contribution
posted on 2010-07-01, 00:00 authored by Brent McFerranBrent McFerran, D W Dahl, G J Gorn, H Honea
This paper identifies factors that facilitate narrative transportation, where people become immersed in the storyline of an advertisement. Specifically, using a lottery context, this research shows that consumers who feel lucky or believe in personal good luck are motivated to engage in transportation, a process that is intensified as the attractiveness of the outcome increases. Further, this research shows that highly transported consumers (a) become more focused on ad outcomes and less on the low personal probability of winning, and that (b) attempts to attenuate consumers' transportation are most efficacious if undertaken before the ad (and transportation) begins. © 2010.

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Journal

Journal of Consumer Psychology

Volume

20

Issue

3

Pagination

306 - 316

ISSN

1057-7408

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