【Speaker】Alice Jing WANG, Associate Professor of Marketing, Tippi School of Business, University of Iowa
【Topic】The Effects of Loneliness on Narrative Persuasion
【Time】Friday, July. 6, 10:30-12:00
【Location】Shunde Building Room 325, Tsinghua SEM
【Language】English
【Organizer】Department of Marketing
Abstract: Media stories often focus on interpersonal relationships. In this research, we explore whether lonely consumers are more or less likely to be transported by a narrative advertisement. In a series of studies, we find that lonely consumers are less transported by narratives that have a social focus, while consumers who are not lonely are more transported by socially-focused narrative ads. We believe this reduction in transportation is due to the inability of lonely consumers to imagine themselves in the socially-focused narrative and thus they do not empathize with the characters. Consistent with prior narrative advertising research, transportation leads to higher evaluations of the products in the ads.
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