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政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 > Item 140.119/48406

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 連結:	http://dx.doi.org/10.2753/JOA0091-3367380102
DOI:	10.2753/JOA0091-3367380102
Appears in Collections:	[廣告學系] 期刊論文

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