Effects of Narrative Transportation on Persuasion: a Meta-Analysis

Tom van Laer, ESCP Europe, United Kingdom
Ko de Ruyter, Maastricht University, The Netherlands
Martin Wetzels, Maastricht University, The Netherlands
This meta-analytic review covered a decade of research on the transportation–persuasion relationship. Transportation occurs when consumers mentally enter a world evoked by a narrative. Story topic familiarity and transportability were the greatest moderators. These findings put a spotlight on the importance of the consumer in the narrative persuasion process.
[ to cite ]:
Tom van Laer, Ko de Ruyter, and Martin Wetzels (2012) ,"Effects of Narrative Transportation on Persuasion: a Meta-Analysis", in NA - Advances in Consumer Research Volume 40, eds. Zeynep GĂĽrhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 579-581.