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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Bibliografische gegevens

Hoofdauteurs:	Tingting Chen, Xinqiao Fan, Jiayu He, Jun Fan, Wei Chen
Formaat:	Artigo
Taal:	Inglês
Gepubliceerd in:	Frontiers Media S.A. 2024-07-01
Reeks:	Frontiers in Psychology
Onderwerpen:	story advertisement narrative perspective social presence product involvement brand attitude
Online toegang:	https://www.frontiersin.org/articles/10.3389/fpsyg.2024.1338249/full
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