Narrative Persuasion: The What, Why, and How of Narrative Advertising

• In Event: Advances in the Study of Advertising and Branding

Abstract

We propose and test an integrated process explanation for why narrative ads generally are more persuasive than non-narrative ads. Our study involved a random sample of 25 narrative and 25 non-narrative, recent TV commercials and 484 non-student research participants. Study results confirmed that ad hedonic value and ad credibility play key mediating roles in explaining the positive effects of narrative (vs. non-narrative) ads on Aad, and, in turn, that Aad plays a key mediating role in explaining brand attitudes. The results also supported moderated mediation processes in narrative persuasion. Theoretical and practitioner implications of our findings are highlighted in the discussion.

Authors

• Eunjin Kim, Southern Methodist University

• Esther Thorson, U of Missouri