政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/48406
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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/48406


    Title: Being Hooked by Editorial Content: The Implications for Processing Narrative Advertising
    Authors: 張卿卿
    Keywords: Advertising Effectiveness;Consumer Behaviour;Consumer Research;Narratives;Storytelling
    Date: 2009
    Issue Date: 2010-11-22 20:35:02 (UTC+8)
    Abstract: Purpose - Examines how the type of editorial content can impinge on consumers` cognitive ability and affect their processing of advertising narratives.
    Design/methodology/approach - Refers to how previous studies have identified the how narratives (story telling) can contribute to advertising effectiveness; suggests that this effectiveness can depend on an individual`s cognitive capacity (involvement). Outlines how advertising literature has determined that the greater the consumer`s involvement in magazine articles and programmes, the less cognitive capacity there will be available for processing subsequent advertising. Presents a number of hypotheses; tests these on data drawn from a between-subjects design experiment.
    Findings - Reports how narrative articles can cognitively and affectively involve readers to a higher degree than facts-based articles and that this reduces the cognitive capacity for processing a narrative advertisement.
    Research limitations/implications - Look at how narrative structures affect consumers` cognitive capacity; control both arousal and enjoyment levels; included only editorial content and print advertising; replicate study with television programmes and commercials.
    Originality/value - Provides evidence of how narrative processing imposes high cognitive demands.
    Relation: Journal of Advertising, 38(1),21-33
    Data Type: article
    DOI link: http://dx.doi.org/10.2753/JOA0091-3367380102
    DOI: 10.2753/JOA0091-3367380102
    Appears in Collections:[Department of Advertising] Periodical Articles

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