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EMAC 2019 Annual Conference


Narrative Advertising and Implicit Persuasion: The Loss of Persuasive Potential
(A2019-8600)

Published: May 28, 2019

AUTHORS

Matthias Glaser, University of Vienna; Heribert Reisinger, University of Vienna

KEYWORDS

advertising; persuasion; implicit

ABSTRACT

Building on transportation theory, consumer persuasion knowledge, and para-social interaction, this study explores a potentially limiting aspect of the persuasive potential of narrative advertisements. Given the indirect transfer of meaning of narrative advertisements, consumers might perceive this form of advertising as a form of implicit persuasion attempt. This activates consumer persuasion knowledge, and consumers feel that their personal freedom is threatened and counterarguing against the message is elicited. Interestingly, the results of the study suggest that narrative advertisements can be transporting but at the same time elicit counterarguing originating in a threat to freedom. This highlights the potential downside of narrative ads, and more importantly, it suggests that a reduction in counterarguing might not be a primary mechanism by which narrative ads persuade consumers. In spotlight of the results of this study, the persuasive potential and the associated negative aspects of implicit persuasion appeals in narrative ads should be subjected to further research.