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Why Narrative Ads Work: An Integrated Process Explanation

Kim, Eunjin (Anna), Ratneshwar, S., Thorson, Esther·2017·Journal of Advertising

DOI 10.1080/00913367.2016.1268984

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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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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)
ORCID: Kim, Eunjin (Anna)
Thorson, Esther
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
DOI: 10.1080/00913367.2016.1268984
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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Why Narrative Ads Work: An Integrated Process Explanation

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