When “I” or “S/He” uses the product: the impact of narrative perspective on consumers’ brand attitudes in storytelling ads
IntroductionStorytelling ad is presented from one or more narrative perspectives. Narrative perspective, which can alter the way in which the plot is physiologically or psychologically perceived, can significantly affect consumer experience.MethodsThis study conducts three experiments with 526 parti...
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| Auteurs principaux: | , , , , |
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| Format: | Artigo |
| Langue: | Inglês |
| Publié: |
Frontiers Media S.A.
2024-07-01
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| Collection: | Frontiers in Psychology |
| Sujets: | |
| Accès en ligne: | https://www.frontiersin.org/articles/10.3389/fpsyg.2024.1338249/full |
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