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.
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.
Tom van Laer, ESCP Europe, United Kingdom
Ko de Ruyter, Maastricht University, The Netherlands
Martin Wetzels, Maastricht University, The Netherlands
NA - Advances in Consumer Research Volume 40 | 2012
Pretty Healthy Food: How Prettiness Amplifies Perceived Healthiness
Linda Hagen, University of Southern California, USA
All We Need is Love: Examining Differences in Time and Money Donations between Dyads and Individuals
Hristina Nikolova, Boston College, USA
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