Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference

EMAC 2019 Annual Conference

Narrative Advertising and Implicit Persuasion: The Loss of Persuasive Potential

Published: May 28, 2019


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


advertising; persuasion; implicit


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.