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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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