Walk a Mile in Someone Else’S Relationships: How Loneliness Affects Narrative Processing of Social Ads

In five studies, we show that lonely (vs. non-lonely) people are less transported into and have less favorable attitudes toward narrative ads featuring social relationships. However, they experience similar transportation and have equally favorable attitudes toward ads not featuring social relationships or ads asking them to imagine relationships involving themselves.



Citation:

Alice Wang and Jennifer Escalas (2019) ,"Walk a Mile in Someone Else’S Relationships: How Loneliness Affects Narrative Processing of Social Ads", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 111-116.

Authors

Alice Wang, University of Iowa, USA
Jennifer Escalas, Vanderbilt University, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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