Testing the Extent of the ‘Immersive’ Experience: The Role of Ad Relevance, Ad Vividness, and Ad Message Explicitness in Narrative Advertising
cytuj
pobierz pliki
RIS BIB ENDNOTEWybierz format
RIS BIB ENDNOTETesting the Extent of the ‘Immersive’ Experience: The Role of Ad Relevance, Ad Vividness, and Ad Message Explicitness in Narrative Advertising
Data publikacji: 21.12.2022
Media Biznes Kultura, 2022, Numer 2 (13) 2022, s. 9 - 26
https://doi.org/10.4467/25442554.MBK.22.012.17098Autorzy
Testing the Extent of the ‘Immersive’ Experience: The Role of Ad Relevance, Ad Vividness, and Ad Message Explicitness in Narrative Advertising
A study with 40 real TV commercials and 421 non-student participants confirmed that advertising persuasiveness could be enhanced when narratives are more relevant to a viewer and produce more vivid details. Specifically, greater ad relevance and ad vividness produced more goal facilitation, emotional engagement, and likelihood of decreased ad skepticism, resulting in more positive ad and brand attitudes. Furthermore, the results supported a moderated mediation process, with ad message explicitness as an important moderator. We found that the positive effects of ad relevance and ad vividness were dampened when viewers perceived the ad message to be more explicit.
Keywords: narrative advertising, ad relevance, ad vividness, ad message explicitness, ad attitude.
Testowanie zakresu doświadczenia immersyjnego. Rola relewancji, wyrazistości i bezpośredniości przekazu w reklamach narracyjnych
Badania obejmujące 40 autentycznych reklam telewizyjnych i 421 uczestników niebędących studentami potwierdziły, że perswazyjny efekt reklam można zwiększyć, jeśli będą one bardziej adekwatne dla odbiorcy i zawierać będą bardziej wyraziste cechy immanentne. Przeprowadzone badania pokazują, że ulepszona relewancja reklam i ich udoskonalona wyrazistość dawały efekt większej zgodności celów, wzrostu zaangażowania emocjonalnego oraz wysokiego prawdopodobieństwa Eunjin (Anna) Kim, Sidharth Muralidharan, Heather Shoenberger 10 spadku sceptycyzmu odnośnie do danej reklamy, co skutkowało poprawieniem stosunku odbiorców do reklamy i marki. Co więcej, wyniki badań potwierdzają proces moderowanej mediacji, gdzie bezpośredniość wiadomości reklamowej jest ważnym czynnikiem moderującym. Ustaliliśmy, że pozytywne skutki relewancji i bezpośredniości reklamy były niwelowane, gdy odbiorcy postrzegali wiadomość reklamową jako bardziej bezpośrednią. Słowa kluczowe: reklama narracyjna, relewancja reklamy, wyrazistość reklamy, bezpośredniość wiadomości reklamowej, stosunek do reklam.
Adval R., Wyer R.S., The Role of Narratives in Consumer Information Processing, “Journal of Consumer Psychology” 1998, Vol. 7, No. 2, pp. 207–245.
Baker W.E., Lutz R.J., An Empirical Test of an Updated Relevance-Accessibility Model of Advertising Effectiveness, “Journal of Advertising” 2000, Vol. 29, No. 1, pp. 1–14.
Bandura A., Social Cognitive Theory: An Agentic Perspective, “Annual Review of Psychology” 2001, Vol. 52, pp. 1–26.
Bentler P.M., EQS Structural Equations Program Manual, Multivariate Software Inc., Los Angeles 1995.
Campbell R.G., Babrow A.S., The Role of Empathy in Responses to Persuasive Risk Communication: Overcoming Resistance to HIV Prevention Messages, “Health Communication” 2004, Vol. 16, No. 2, pp. 159–182.
Chang, C., Being Hooked by Editorial Content: The Implications for Processing Narrative Advertising, “Journal of Advertising” 2009, Vol. 38, No. 1, pp. 21–34.
Chen T., Lee H.M., Why Do We Share? The Impact of Viral Videos Dramatized to Sell. How Microfilm Advertising Works, “Journal of Advertising Research” 2014, Vol. 54, No. 3, pp. 292–303.
Childers T.L., Houston M.J., Conditions for a Picture-Superiority Effect on Consumer Memory, “Journal of Consumer Research” 1984, Vol. 11, No. 2, pp. 643–654.
Deborah J.M., Moorman C., Jaworski B.J., Enhancing and Measuring Consumers’Motivation, Opportunity, and Ability to Process Brand Information from Ads, “Journal of Marketing” 1991, Vol. 55, No. 4, pp. 32–53.
De Graaf A., Hoeken H., Sanders J.J., Beentjes J.W.J., Identification as a Mechanism of Narrative Persuasion, “Communication Research” 2011, Vol. 20, No. 10, pp. 1–22.
Deighton J., Romer D., McQueen J., Using Drama to Persuade, “Journal of Consumer Research” 1989, Vol. 16, No. 3, pp. 335–343.
Escalas J.E., Narrative Processing: Building Consumer Connections to Brands, “Journal of Consumer Psychology” 2004, Vol. 14, No. 1/2, pp. 168–180.
Escalas J.E., Self-Referencing and Persuasion: Narrative Transportation Versus Analytical Elaboration, “Journal of Consumer Research” 2007, Vol. 33, No. 4, pp. 421–429.
Escalas J.E., Moore M.C., Britton J.E., Fishing for Feelings? Hooking Viewers Help!, “Journal of Consumer Psychology” 2004, Vol. 14, No. 1 & 2, pp. 105–114.
Escalas J.E., Stern B.B., Sympathy and Empathy: Emotional Responses to Advertising Dramas, “Journal of Consumer Research” 2003, Vol. 29, No. 4, pp. 566–578.
Fornell C., Larcker D.F., Evaluating Structural Equation Models with Unobservable Variables and Measurement Error, “Journal of Marketing Research” 1981, Vol. 18, No. 1, pp. 39–50.
Friedstad M., Wright P., The Persuasion Knowledge Model: How People Cope with Persuasion Attempts, “Journal of Consumer Research” 1994, Vol. 21, No. 1, pp. 1–31.
Gebbers T., Wit J. De, Appel M., Transportation Into Narrative Worlds and the Motivation to Change Health-Related Behavior, “International Journal of Communication” 2017, Vol. 11, pp. 4886–4906.
Green M.C., Brock T.C., The Role of Transportation in the Persuasiveness of Public Narratives, “Journal of Personality and Social Psychology” 2000, Vol. 79, No. 5, pp. 701–721.
Hamby A., Brinberg D., Jaccard J., A Conceptual Framework of Narrative Persuasion, “Journal of Media Psychology” 2016, Vol. 30, No. 3, pp. 113–124.
Hayes A.F., An Introduction to Mediation, Moderation, and Conditional Process Analysis, The Guilford Press, New York, 2013.
Heath R., Emotional Engagement: How Television Builds Big Brands at Low Attention, “Journal of Advertising Research” 2009, Vol. 49, No. 1, pp. 62–73.
Hoffner C., Buchanan M., Young Adults’Wishful Identification with Television Characters: The Role of Perceived Similarity and Character Attributes, “Media Psychology” 2005, Vol. 6, No. 4, pp. 325–351.
Kim E., Ratneshwar S., Thorson E., Why Narrative Ads Work: An Integrated Narrative Explanation, “Journal of Advertising” 2017, Vol. 46, No. 2, pp. 283–296.
Kisielius J., Sternthal B., Detecting and Explaining Vividness Effects in Attitudinal Judgments, “Journal of Marketing Research” 1984, Vol. 21, No. 1, pp. 54–64.
Laer T.V., Ruyter K.D., Visconti L.M., Wetzels M., The Extended Transportation–Imagery Model: A Meta–Analysis of the Antecedents and Consequences of Consumers’Narrative Transportation, “Journal of Consumer Research” 2014, Vol. 40, No. 5, pp. 797–817.
Lien N.H., Chen Y.L., Narrative Ads: The Effect of Argument Strength and Story Format, “Journal of Business Research” 2013, Vol. 66, No. 4, pp. 516–522.
Mackenzie S.B., Lutz R.J., An Empirical Examination of the Structural Antecedents of Attitude Toward the Ad in an Advertising Pretesting Context, “Journal of Marketing” 1989, Vol. 53, No. 2, pp. 48–65.
Nisbett R.E., Ross L., Human Inference Strategies and Shortcomings of Social Judgment. Prentice-Hall, Englewood Cliffs, New Jersey 1980.
Obermiller C., Spangenberg E., Development of a Scale to Measure Skepticism toward Advertising, “Journal of Consumer Psychology” 1998, Vol. 7, No. 2, pp. 159–186.
Orne M.T., On the Social Psychology of the Psychological Experiment: With Particular Reference to Demand Characteristics and Their Implications, “American Psychologist” 1962, Vol. 17, No. 11, pp. 776–783.
Padgett D., Allen D., Communicating Experiences: A Narrative Approach to Creating Service Brand Image, “Journal of Advertising” 1997, Vol. 26, No. 4, pp. 49–62.
Park C.W., Eisingerich A.B., Park J.W., Attachment–Aversion (AA) Model of Customer-Brand Relationships, “Journal of Consumer Psychology” 2013, Vol. 23, No. 2, pp. 229–248.
Petrova P.K., Cialdini R.B., Evoking the Imagination As a Strategy of Influence [in:] Handbook of Consumer Psychology, red. C.P. Haugtvedt, P.M. Herr, F.R. Kardes, Psychology Press, New York 2008, pp. 505–524.
Petrova P.K., Cialdini R.B., Fluency of Consumption Imagery and the Backfire Effects of Imagery Appeals, “Journal of Consumer Research” 2005, Vol. 32, No. 3, pp. 442–454.
Proctor S., Proctor T., Papasolomou-Doukakis I., A Postmodern Perspective on Advertisements and Their Analysis, “Journal of Marketing Communications” 2002, Vol. 8, No. 1, pp. 31–44.
Slater M.D., Rouner D., Entertainment Education and Elaboration Likelihood: Understanding the Processing of Narrative Persuasion, “Communication Theory” 2002, Vol. 12, No. 2, pp. 173–191.
Taylor S.E., Schneider S.H.K., Coping and the Simulation of Events, “Social Cognition” 1989, Vol. 7, No. 2, pp. 174–194.
Wentzel D., Tomczak T., Herrman A., The Moderating Effect of Manipulative Intent and Cognitive Resources on the Evaluation of Narrative Ads, “Psychology and Marketing” 2010, Vol. 27, No. 5, pp. 510–530.
Informacje: Media Biznes Kultura, 2022, Numer 2 (13) 2022, s. 9 - 26
Typ artykułu: Oryginalny artykuł naukowy
Tytuły:
Testing the Extent of the ‘Immersive’ Experience: The Role of Ad Relevance, Ad Vividness, and Ad Message Explicitness in Narrative Advertising
Testing the Extent of the ‘Immersive’ Experience: The Role of Ad Relevance, Ad Vividness, and Ad Message Explicitness in Narrative Advertising
Annenberg School for Communication and Journalism, University of Southern California, USA
Meadows School of the Arts, Southern Methodist University, USA
Donald P. Bellisario College of Communications, Penn State University, USA
Publikacja: 21.12.2022
Status artykułu: Otwarte
Licencja: CC BY
Udział procentowy autorów:
Korekty artykułu:
-Języki publikacji:
AngielskiLiczba wyświetleń: 996
Liczba pobrań: 516