Effects of Narrative Transportation on Persuasion: a Meta-Analysis

This meta-analytic review covered a decade of research on the transportation–persuasion relationship. Transportation occurs when consumers mentally enter a world evoked by a narrative. Story topic familiarity and transportability were the greatest moderators. These findings put a spotlight on the importance of the consumer in the narrative persuasion process.



Citation:

Tom van Laer, Ko de Ruyter, and Martin Wetzels (2012) ,"Effects of Narrative Transportation on Persuasion: a Meta-Analysis", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 579-581.

Authors

Tom van Laer, ESCP Europe, United Kingdom
Ko de Ruyter, Maastricht University, The Netherlands
Martin Wetzels, Maastricht University, The Netherlands



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

Pretty Healthy Food: How Prettiness Amplifies Perceived Healthiness

Linda Hagen, University of Southern California, USA

Read More

Featured

All We Need is Love: Examining Differences in Time and Money Donations between Dyads and Individuals

Hristina Nikolova, Boston College, USA

Read More

Featured

D8. Why Employees Communicate Positive eWOM on Social Networking Sites: Motivations and Moderators

Jing Zhang, 华中科技大学管理学院
Ya Zhang, 华中科技大学管理学院

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.