The Effects of Social Relationships on Narrative Persuasion

Jing Wang, University of Iowa, USA
Jennifer Escales, Vanderbilt University, USA
Our research examines how loneliness affects whether consumers are persuaded by narratives. Three studies explore contrasting hypotheses that lonely consumers are more likely to be transported due to the need to create human connections or less likely due to their inability to relate to stories focused on human interaction.
[ to cite ]:
Jing Wang and Jennifer Escales (2012) ,"The Effects of Social Relationships on Narrative Persuasion", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 191-194.