Narrative Transportation For Product Evaluation: Can Consumers Make the Difference?

Ellis van den Hende, Delft University of Technology, The Netherlands
Brent McFerran, University of British Columbia, Canada
Narrative transportation (i.e., immersion into a story) has shown positive results in both psychology and marketing studies. In our product evaluation research with narrative scenarios, increased transportation experienced by the consumer (i.e., the reader) helps to surrogately experience the product and helps to list more benefits. Our results indicate that for some products transportation will increase evaluation, but for others it does not. Transportation, as opposed to what previous literature suggests, provides diverse consumer evaluations.
[ to cite ]:
Ellis van den Hende and Brent McFerran (2009) ,"Narrative Transportation For Product Evaluation: Can Consumers Make the Difference?", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 1044-1044.