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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Autori principali:	Tingting Chen, Xinqiao Fan, Jiayu He, Jun Fan, Wei Chen
Natura:	Artigo
Lingua:	Inglês
Pubblicazione:	Frontiers Media S.A. 2024-07-01
Serie:	Frontiers in Psychology
Soggetti:	story advertisement narrative perspective social presence product involvement brand attitude
Accesso online:	https://www.frontiersin.org/articles/10.3389/fpsyg.2024.1338249/full
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