14-H: Narrative Advertising Effectiveness: the Role of Ad Relevance, Ad Vividness, and Ad Message Explicitness

While prior literature has focused on the positive aspects of narrative vs. non-narrative ads, we investigate a framework for narrative-advertising effectiveness. A study with 40 commercials (440 participants) confirms that ad relevance, ad vividness, message explicitness, goal engagement, emotional engagement, and ad skepticism contribute to the persuasiveness of narrative advertising.


Eunjin (Anna) Kim and Eunseon (Penny) Kwon (2017) ,"14-H: Narrative Advertising Effectiveness: the Role of Ad Relevance, Ad Vividness, and Ad Message Explicitness", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1039-1039.


Eunjin (Anna) Kim, Southern Methodist University, USA
Eunseon (Penny) Kwon, Texas Christian University, USA


NA - Advances in Consumer Research Volume 45 | 2017

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