Why Narrative Ads Work: An Integrated Process Explanation
Abstract
We propose and test an integrated process explanation for why narrative ads in general are more persuasive than non-narrative ads. A study involving a random sample of 25 narrative and 25 non-narrative TV commercials and 484 nonstudent research participants confirmed that a set of four process variables—emotive response, ad hedonic value, ad credibility, and perceived goal facilitation—collectively mediate the positive effects of narrative (versus non-narrative) ads on attitude toward the ad (Aad) and brand attitudes. The results also supported moderated mediation processes, with type of featured product and product involvement as important moderators. Implications for theory as well as practice are discussed.
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Hedonic content can have an impact on attitudes and word of mouth.
“Evidence suggests that hedonic content can have an impact on attitudes and WOM (Berger and Schwartz 2011; Kim, Ratneshwar, and Thorson 2017).”
From Driving Brand Engagement Through Online Social Influencers: An Empirical Investigation of Sponsored Blogging Campaigns (2019) · cites this paper as Kim, Ratneshwar, and Thorson 2017
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[Retracted] Visual Communication Design in Print Advertising under New Media Environment
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- Authors
- Kim, E. (., Ratneshwar, S., & Thorson, E.
- Affiliations
- Southern Methodist University (US)
- University of Missouri (US)
- Michigan State University (US)
- Corresponding author
- Kim, Eunjin (Anna)
- Venue
- Journal of Advertising
- Publisher
- Informa UK Limited
- Published
- 2017-01-17
- Volume
- 46
- Issue
- 2
- Pages
- 283-296
- ISSN
- 0091-3367 (ISSN-L)
- 1557-7805
- OpenAlex
- W2579448560
- Cited by
- 202
- References
- 70
- Citations by year
- 2026: 13 · 2025: 28 · 2024: 20 · 2023: 32 · 2022: 27 · 2021: 28 · 2020: 21 · 2019: 17 · 2018: 13 · 2017: 2 · 2013: 1
- FWCI
- 202.09
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Advertising (publishedVersion)
- Funders
- American Academy of Advertising
- Topics
- Social Sciences › Arts and Humanities › Literature and Literary Theory › Media Influence and Health
- Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
- Social Sciences › Arts and Humanities › Museology › Literature, Culture, and Aesthetics
- Keywords
- narrative advertising, persuasive advertising, TV commercials, consumer attitudes toward advertising, brand attitude, ad credibility, moderated mediation, product involvement, product type
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Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
Statistics and arithmetic are recomputed, not judged.
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