Fantasizing About Winning: Motivational and Congnitive Determinants of Narrative Transportation

Brent McFerran, University of British Columbia, Canada
Darren Dahl, University of British Columbia, Canada
Gerald Gorn, Hong Kong University of Science and Technology, China
Heather Honea, San Diego State University
This paper identifies specific motivational moderators for transportation, where people become absorbed by an advertisement. Specifically, using a lottery context, the way the ad is processed, belief in luck, and size of the prize are shown to interact in determining desire to purchase, a process that is mediated by transportation. Only with a large prize do people who believe in luck engage in transportation when instructed to process the ad in a manner that facilitates transportation; with a small prize motivation to transport is attenuated, and thus processing instructions do not affect transportation.
[ to cite ]:
Brent McFerran, Darren Dahl, Gerald Gorn, and Heather Honea (2008) ,"Fantasizing About Winning: Motivational and Congnitive Determinants of Narrative Transportation", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 898-898.