Virtual Learning About Alcohol Through Narrative Transportation Into Television Episodes

Cristel Antonia Russell, American University, USA
Edward F. McQuarrie, Santa Clara University, USA
This paper reports the findings of an experimental program funded by the National Institute on Alcohol Abuse and Alcoholism (NIAAA) concerning the impact on teens of alcohol-related television narratives. It investigates the mediating role of narrative transportation on the impact of pro- versus anti-alcohol story lines.
[ to cite ]:
Cristel Antonia Russell and Edward F. McQuarrie (2013) ,"Virtual Learning About Alcohol Through Narrative Transportation Into Television Episodes", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.