Research On Narrative Transportation And Persuasion Mechanisms

Story is a strong persuasion which carries narrative transportation as the main mechanism. Raised by Green in 2000, the narrative transportation theory is defined as immersion into a story, which integrates attention, imagery and feelings. Besides, it changes the attitudes and belief by reducing negative cognition, liking and identifying with story characters, creating immersive presence and triggering strong emotional reactions.In study 1, we examine the persuasion effect of narrative transportation, and the persuade mechanism of narrative transportation. Sixty-four subjects of Jiangxi normal university undergraduate. Using Eprime2.0 software presented four advertising experimental situation, respectively, advertising situation of strong arguments of without mental simulation, advertising situation of weak arguments of without mental simulation, advertising situation of strong arguments of with mental simulation, advertising situation of weak arguments of with mental simulation. After watching the experimental situation, asked participants to complete the idea description questionnaire, the manipulation checks scale of mental simulation, the manipulation checks scale of narrative transportation, emotional response scale, advertising attitude scale, brand attitude scale. Using linear regression analysis, ANOVA, and the mediation effect test to deal with the experimental data. The results showed that:(1) the narrative transportation can significantly improve advertising attitudes and brand attitude;(2) argument quality does not affect the persuasion of narrative transportation, and narrative transportation has better persuasion effect compared with the analysis processing;(3) narrative transportation through the reduce of the negative cognitive reaction and the increase of the positive emotional mediation role to achieve the improvement of the advertising attitude and the brand attitude.In study 2, we examine the impact of the quality of arguments and the level of involvement on persuasion in the narrative transportation and analysis processing. Sixty-four subjects of Jiangxi normal university undergraduate. Using Eprime2.0 software presented four advertising experimental situation, respectively, advertising situation of strong arguments of without mental simulation, advertising situation of weak arguments of without mental simulation, advertising situation of strong arguments of with mental simulation, advertising situation of weak arguments of with mental simulation. We through the experiment instructions operation the participants‘ degree of involvement, divided into high and low groups of involvement. After watching the experimental situation, asked participants to complete the idea description questionnaire, the manipulation checks scale of involvement, the manipulation checks scale of mental simulation, the manipulation checks scale of narrative transportation, emotional response scale, advertising attitude scale, brand attitude scale. We deal with the experimental data by using ANOVA. The results showed that:(1) under the condition of low involvement, the argument quality does not affect the persuasion effect of both narrative transportation and analysis processing, but narrative transportation has better persuasion effect compared with the analysis processing;(2) under the condition of high involvement, argument quality will affect the analysis processing, strong arguments than weak argument has better persuasion effect;(3) under the condition of high involvement, argument quality does not affect the persuasion effect of narrative transportation, the persuasion effect of both strong arguments and weak arguments is the same.