The DOI matches its Crossref record; 69 of the 70 references it cites were found in a registry or an index.
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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“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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Cites
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1 of the 70 references couldn’t be matched to a known paper.
Research works printed but not linked: 6
- Posavac Steve, 2012, Cracking the Code: How Managers Can Drive Profits by Leveraging Principles of Consumer Psychology, 181
- 10.2307/3151312 · DOI · Paper page
- Schank Roger C., 2002, Narrative Impact: Social and Cognitive Foundations, 287
- Slater Michael D., 2002, Narrative Impact: Social and Cognitive Foundations, 157
- Rouner Donna, 2002, Communication Theory, 12, 173
- Zheng Lu, 2012, Advertising Theory, 255
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Items 201–201 of 201
Katsota, A., & Duarte, A. (2026) · Advances in computational intelligence and robotics book series · doi:10.4018/979-8-3373-9589-0.ch003
Metadata
- 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
- FWCI
- 202.09
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Advertising (publishedVersion)
- Funders
- American Academy of Advertising
- Topics
- Social Sciences › Communication › Media Influence and Health
- Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
- Social Sciences › Communication › 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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