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
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