Moved By Scary Stories: How Fear Drives Narrative Transportation

Marketers use fearful narratives to warn about the dangers of maladaptive behaviors. However, we still understand relatively little about how fearful narratives persuade consumers. We find that fear increases attention toward the narrative, which in turn boosts narrative transportation and augments the persuasive power of the advertisement through reduced counterarguing.


Matthew Farmer and Jesper H Nielsen (2019) ,"Moved By Scary Stories: How Fear Drives Narrative Transportation", 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.


Matthew Farmer, University of Arizona, USA
Jesper H Nielsen, University of Arizona, USA


NA - Advances in Consumer Research Volume 47 | 2019

Share Proceeding

Featured papers

See More


A Taxonomy of Opposition to Genetically Modified Foods

Philip M. Fernbach, University of Colorado, USA
Nicholas Light, University of Colorado, USA
Lauren Min, University of Colorado, USA

Read More


“A Tale of Two Secrets”: Examining the Diverging Effects of Secrecy on Consumption Enjoyment

Xiaojing Yang, University of Wisconsin - Milwaukee, USA
Xiaoyan Deng, Ohio State University, USA
Lei Jia, Ohio State University, USA

Read More


Brand movement

Andrea Lucarelli, Lund University
Gregorio Fuschillo, Kedge Business School
Jon Bertilsson, Lund University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.