國立虎尾科技大學 |

What's the Story? Understanding the Experiences and Consequences of Consuming Stories.

紀錄類型:	書目-語言資料,手稿 : Monograph/item
正題名/作者:	What's the Story? Understanding the Experiences and Consequences of Consuming Stories./
作者:	Grigsby, Jamie L.
面頁冊數:	1 online resource (146 pages)
附註:	Source: Dissertation Abstracts International, Volume: 78-11(E), Section: A.
標題:	Marketing. -
電子資源:	click for full text (PQDT)
ISBN:	9780355013764

What's the Story? Understanding the Experiences and Consequences of Consuming Stories.
Grigsby, Jamie L.

What's the Story? Understanding the Experiences and Consequences of Consuming Stories. - 1 online resource (146 pages)

Source: Dissertation Abstracts International, Volume: 78-11(E), Section: A.

Thesis (Ph.D.)--Kent State University, 2017.

Includes bibliographical references

This dissertation contains three essays that explore the influence of stories on consumers. Specifically, it investigates the influence of the process of narrative transportation, or the feeling of being lost in a story, on attitudes towards picture-based ads, decision-making outcomes, and online sharing behaviors.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2018

Mode of access: World Wide Web

ISBN: 9780355013764Subjects--Topical Terms:

557931
Marketing.
Index Terms--Genre/Form:

554714
Electronic books.

What's the Story? Understanding the Experiences and Consequences of Consuming Stories.
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245 1 0 $a What's the Story? Understanding the Experiences and Consequences of Consuming Stories.
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300 $a 1 online resource (146 pages)
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500 $a Source: Dissertation Abstracts International, Volume: 78-11(E), Section: A.
500 $a Advisers: Robert D. Jewell; Cesar Zamudio.
502 $a Thesis (Ph.D.)--Kent State University, 2017.
504 $a Includes bibliographical references
520 $a This dissertation contains three essays that explore the influence of stories on consumers. Specifically, it investigates the influence of the process of narrative transportation, or the feeling of being lost in a story, on attitudes towards picture-based ads, decision-making outcomes, and online sharing behaviors.
520 $a Existing literature has explored how text-based and video-based story ads can generate narrative transportation and lead to positive marketing outcomes such as brand attitudes and purchase intentions, however, little research has explored the extent to which picture-based ads can generate narrative transportation or persuade consumers. Essay 1 addresses this gap in the literature by exploring how execution novelty, depictions of movement, and nostalgia cues in the design of the picture-based ad can generate narrative transportation and positively influence consumers' attitudes towards the ad. It provides practitioners with several different advertising elements that can be used to increase the extent to which picture-based ads tell stories, generate narrative transportation, and positively influence attitudes. Essay 2 explores how narrative transportation could influence consumers' decisions. Research in medical decision making suggests that consumers may be negatively influenced by stories, however, findings from Essay 2 suggest that this concern may be unfounded. In three decision-making task studies, stories and narrative transportation do not appear to significantly influence consumers' decision-making outcomes. Finally, Essay 3 explores how similarity between the consumer and the characters in picture-based ads in a native advertising social media setting can influence narrative transportation and consumer online engagement with the ad and brand. Both consumer perceptions of similarity with the ad characters and perceived attainability of the brand influence narrative transportation, and narrative transportation is found to be positively associated with consumers' likelihood of engaging with the ad or the brand on social media.
533 $a Electronic reproduction. $b Ann Arbor, Mich. : $c ProQuest, $d 2018
538 $a Mode of access: World Wide Web
650 4 $a Marketing. $3 557931
655 7 $a Electronic books. $2 local $3 554714
690 $a 0338
710 2 $a ProQuest Information and Learning Co. $3 1178819
710 2 $a Kent State University. $b Marketing. $3 1188881
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10631077 $z click for full text (PQDT)