Narrative Transportation in Concept Tests For Really New Products: Are All Protagonists Equally Convincing?

Ellis A. van den Hende, Delft University of Technology, The Netherlands
Dirk Snelders, Delft University of Technology, The Netherlands
Darren W. Dahl, University of British Columbia, Canada
Narratives have been shown to evoke imagination easier than other evaluation formats. We apply this finding to early concept testing of really new products. We compare narratives with conventional bulleted lists on their effects on product evaluation, and show how this is mediated by transportation (i.e. a melding of attention, imagery, and feelings). Two experiments with seniors show that narratives lead to more transportation, and imagery of the product and the portrayed user (the protagonist). Transportation mediates the effects on product evaluation, whereas imagery of the product does not, and imagery of the protagonist only when the protagonist is liked.
[ to cite ]:
Ellis A. van den Hende, Dirk Snelders, and Darren W. Dahl (2008) ,"Narrative Transportation in Concept Tests For Really New Products: Are All Protagonists Equally Convincing?", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 950-951.