Transportation into narrative worlds explains the persuasive power of any narrative, including narrative advertising, but the processes evoking it remain largely unknown. Despite the recently growing interest in transportation (McFerran et al., 2010;Van Laer et al forthcoming), the factors that encourage it are far from being completely understood (Green & Carpenter 2011). Previous studies show that individual imagination increases the verisimilitude of events described in narratives, making them appear as if real, which facilitates transportation (Green & Brock 2000). However, the relationship between imagination and transportation is not yet clear. Our study proposes magical thinking as the key variable to increase the level of transportation in individuals exposed to narrative ads. Specifically, the paper investigates the relationship between magical thinking, the process by which individuals believe in extraordinary connections among events, and transportation in narrative ads.
GETTING TRANSPORTED THROUGH MAGICAL THINKING: THE ROLE OF VERISIMILITUDE / Ricotta, F; Addis, Michela; Miniero, Giulia. - 70:5(2015). (Intervento presentato al convegno Society for Consumer Research - Conference American Psychological Association Convention tenutosi a Washington) [10.1037/a0039369].
GETTING TRANSPORTED THROUGH MAGICAL THINKING: THE ROLE OF VERISIMILITUDE
ricotta f;
2015
Abstract
Transportation into narrative worlds explains the persuasive power of any narrative, including narrative advertising, but the processes evoking it remain largely unknown. Despite the recently growing interest in transportation (McFerran et al., 2010;Van Laer et al forthcoming), the factors that encourage it are far from being completely understood (Green & Carpenter 2011). Previous studies show that individual imagination increases the verisimilitude of events described in narratives, making them appear as if real, which facilitates transportation (Green & Brock 2000). However, the relationship between imagination and transportation is not yet clear. Our study proposes magical thinking as the key variable to increase the level of transportation in individuals exposed to narrative ads. Specifically, the paper investigates the relationship between magical thinking, the process by which individuals believe in extraordinary connections among events, and transportation in narrative ads.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
