Self-Referencing and Persuasion: Narrative Transportation Versus Analytical Elaboration
- Topics:
- Marketing Strategy,
- Print Advertising
- Source:
- Vanderbilt University
FREE Registration is required
Overview: This paper contrasts narrative self-referencing with non-narrative (analytical) self-referencing. The paper proposes that narrative self-referencing persuades through transportation, where people become absorbed in a story, in this case, in their story-like thoughts. When ad viewers are transported by these narrative thoughts, persuasion is not negatively affected by weak ad arguments. On the other hand, analytical self-referencing persuades via more traditional processing models, wherein cognitive elaboration is enhanced by relating incoming information to one's self or personal experiences, which results in a differential persuasive effect of strong versus weak arguments.
(Is this item miscategorized? Does it need more tags? Let us know.)
Format: PDF | Size: 158KB | Date: Sep 2005 | Pages: 46
People who downloaded this item also downloaded
 |
Leveraging IT Innovation: Releasing Business Potential Through the Creative Use of IT |
 |
Texas Hold'em 3D XP Championship 1 (Windows) |
|
Affective Decision Making: A Behavioral Theory Of Choice |
