The impact of narrative focus, vividness of product depiction, mental imagery ability, and need for cognition on transportation in narrative advertising

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This dissertation explored a relatively new persuasion model, Transportation-Imagery Model, in a narrative advertising context. In particular, the study investigated the impacts of two message factors including narrative focus (process vs. outcome) and vividness of product depiction (vivid vs. pallid), as well as two individual factors including one's dispositional ability to generate vivid mental imagery and need for cognition, on message recipients' degree of transportatedness in response to narrative ads. It was found that narrative advertising featuring the process of product consumption and vivid product depiction tends to elicit greater degree of transportedness compared with that featuring the outcome of the product usage and pallid product depiction. In addition, transportation was also positively influenced by one's mental imagery ability, with high imagers being more transported than low imagers. In response to print narrative ads, transportation was also affected by need for cognition, with individuals high in need for cognition being more transported than those low in need for cognition. Moreover, transportation was found to positively influence one's affective and conative responses to narrative ads. Specifically, highly transported individuals were more likely to exhibit favorable ad attitude and brand attitude as well as stronger behavioral intention than their less transported counterparts. Theoretical and practical implications of the study as well as its limitation were discussed. Directions for future studies were also provided.

Electronic Thesis or Dissertation
Mass communication