Are Dark and Frightening Story Worlds Inspirational? An Analysis of the Narrative Persuasion Process
Applying the widely accepted use of fear-appeals, we uncover the direct and indirect workflows of threatening narratives arousing story-related pros-social and health-conscious consumer reflections. Thus, we verify the debated importance of fear in terms of persuasion and contribute to the understanding of narrative persuasion mechanisms, whilst respecting main personality traits.
Kerstin Barth-Strieder and Frank Huber (2017) ,"Are Dark and Frightening Story Worlds Inspirational? An Analysis of the Narrative Persuasion Process", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 520-524.
Kerstin Barth-Strieder, Johannes Gutenberg University, Germany
Frank Huber, Johannes Gutenberg University, Germany
NA - Advances in Consumer Research Volume 45 | 2017
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