Media Transportation and Advertising

Advertising is commonly presented in the context of media articles or programs that are intended to engage the consumer. An important aspect of this engagement is media transportation, where a person not only attends to information but also is absorbed into the narrative flow of a story in a pleasur...

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Bibliographic Details
Published in:The Journal of consumer research 2006-09, Vol.33 (2), p.151-162
Main Authors: Wang, Jing, Calder, Bobby J.
Format: Article
Language:English
Subjects:
Advertising
Advertising research
Bottled water
Consumer advertising
Consumer attitudes
Consumer behavior
Control variables
Narratives
Personal goals
Psychological attitudes
Studies
Transportation
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Summary:Advertising is commonly presented in the context of media articles or programs that are intended to engage the consumer. An important aspect of this engagement is media transportation, where a person not only attends to information but also is absorbed into the narrative flow of a story in a pleasurable and active way. This research examines the effects of the transportation experience produced by the media context on the impact of ads that appear in that context. Three studies show that transportation can have both positive and negative effects on advertising. Intrusion of the ad into the transportation process is shown to mediate the negative effects, which occurs independently of involvement.
ISSN:0093-5301
1537-5277
DOI:10.1086/506296