Abstract. This article draws insights from several disciplines to propose an integrated perspective on mechanisms underlying narrative persuasion. One approach narratives emphasizes a deictic shift into the narrative, resulting in absorbed state of processing and loss one’s sense self (e.g., transportation, engagement, identification). Another focuses processes construct meaning narrative; that is, how are actively compared with applied life. The current work has conceptualized relationship...

Most recent research examining the influence of story-based advertisements on persuasion leverages theories narrative and character involvement. These emphasize emotional engagement as key to stories’ persuasive influence. Researchers who build these tend assume that an audience will experience emotions depicted by a focal examine with respect intensity (i.e., amount emotion experienced). The current work integrates insights from appraisal theory develop framework in stories. We expand...

This article provides a framework to guide the construction of transformative stories by social impact organizations (SIOs) including nonprofit organizations, public policy entities, and for-profit benefit enterprises. is built from integration academic literature on narratives narrative relevant SIO story construction. outlines how SIOs can assemble craft authentic effective that convey organization's impact, engage audiences, call those audiences action as well develop manage portfolio...

Abstract Misinformation often has an ongoing effect on people’s memory and inferential reasoning even after clear corrections are provided; this is known as the continued influence effect. In pursuit of more effective corrections, one factor that not yet been investigated systematically narrative versus non-narrative format correction. Some scholars have suggested a facilitates comprehension retention complex information may serve to overcome resistance worldview-dissonant corrections. It...

A growing number of consumers are seeking to make a difference through experiences involving interaction and collaboration with organizations that offer charitable service opportunities. These noteworthy in not only their catalyzing influence on the organization beneficiary customer, but also personal transformation volunteer. The authors introduce phenomenon called transformative charity (TCEs), triadic framework highlighting an avenue consumer well-being effect interactions key...

Three distinct literatures address social change: entrepreneurship, community action research, and marketing. While these activities have a shared goal to create change, each orientation approaches their from different perspective. The current work explores how macro-social marketing efforts can benefit alternative orientations enhance enduring change. Social entrepreneurship highlights the importance of resources considering scalability. Community obtaining legitimacy buy-in multiple...

Abstract Our research develops a framework that explores how to fuel the climate movement by accelerating grassroots, community‐based action. Drawing on insights from consumer psychology, our identifies psychological mechanisms encourage and motivate people, both individually collectively, take action, thereby contributing understanding of advance social action propel movement. builds on: (1) individuals we describe as upstanders who rise up with like‐minded others, (2) communities engage in...

Narratives are a persuasive platform that evokes processing distinct from other message formats. Story-ending valence is component common to all stories and can influence how individuals respond persuaded by the story. The current work examines ending of cautionary story, popular type narrative delivers warning audience, influences story-consistent beliefs through process global reflection or understanding overall story message. Across three studies, we find positive enhances on meaning and,...

ABSTRACT A Buy‐one Give‐one (BOGO) donation model features the of a physical entity and is popular cause‐related marketing (CM) promotion format. Little known about factors that underlie consumer response to BOGO‐format promotions. The current studies, collectively, indicate BOGO promotions evoke concrete construal mindset [(Trope & Liberman ). Temporal construal. Psychological Review, 110 , 403–421], which influences in distinct manner: enhance attitudes purchase intention when bundled...

Although it is often assumed that an individual’s self-view as a leader has impact on emergence leader, there currently no empirical evidence of this effect in the literature. Longitudinal social network analysis used to study both leadership and how process influences over time. Results suggest reciprocal process: An number nominations individual receives time received leader.

Abstract Companies increasingly share the stories behind their brand's founding to engage consumers. The current studies explore how motives that underlie business formation in founder's influence consumer brand perceptions. Specifically, highlight self‐transcendence (vs. self‐enhancement) founder values enhance perceived authenticity of focal brand. We examine narrative co fidelity as a mechanism persuasion through which audience judges whether underlying character actions represent “good...

While prior work has examined the effects of emotions on consumers' attitudes toward ads, little research explored how joint presence positive and negative affects ad-related outcomes to what extent such ads are common. This leverages recent advances in emotion recognition technology identify based facial expressions actors Super Bowl aired over past five years. We examine happiness—a basic emotion—and sadness, disgust, anger, fear—basic emotions—in these predict USA TODAY Ad Meter scores...

International Service Learning (ISL) is a growing trend in higher education which students have the opportunity to earn academic credit while participating community-based service projects. This growth represents an for NGOs generate resources their organization pursue mission and broader social value. The present work adopts dominant logic (SD Logic; Vargo & Lusch, 2004) perspective of value cocreation highlight exchange that occurs on two ISL programs based sub-Saharan Africa. We find...

Cause‐related marketing (CrM), a partnership between for‐profit and not‐for‐profit company, is an increasingly common promotional approach. Consumers range in awareness of knowledge about CrM, vary their ability to identify evaluate critical elements CrM promotion. The authors describe this as “CrM persuasion (CrM‐pk),” which guides consumer response, can inform how firms use promotions communicate with consumers. In the current work, define, develop, instrument measure CrM‐pk, examine it...

AbstractAbstractEudaimonic narratives, which past work identifies as stories featuring themes related to virtue and life's higher purpose, are increasingly prevalent in advertisements marketing communications. The current research examines whether this type of narrative achieves advertiser-desired outcomes. If these outcomes achieved, how? results from five studies demonstrate that eudaimonic narratives enhance the value of, attitude toward, purchase intentions for products featured story....

Youth drinking is a major public health problem. Entertainment content that positively depicts alcohol consumption often implicated as factor shaping youths’ attitudes and beliefs about alcohol. This research examines whether under which conditions corrective epilogues can counteract the influence of television episode featuring positive consequences drinking. Building on recent demonstrates how consumers’ persuasion knowledge increase acceptance message, this study finds enhances...