{"id":{"repo_id":"uiuc","oai_identifier":"oai:www.ideals.illinois.edu:2142/78507"},"canonical_url":"https://search.dev.ndltd.org/etd/uiuc/oai:www.ideals.illinois.edu:2142/78507","repository":{"repo_id":"uiuc","name":"University of Illinois - Urbana-Champaign","base_url":"https://www.ideals.illinois.edu/oai-pmh"},"display":{"title":"Narrative advertising copy with hedonic and utilitarian products: when does narrative persuasion attenuate?","abstract":"The present study aims to test persuasiveness within narrative ads copy. It is suggested that narrative advertisements are better at persuading consumers than non-narrative advertisements because stories transport people into the narrative world, which prevents people from counterarguing and scrutinizing ad copy information. The study tested how product type and argument strength would affect narrative persuasion. A hedonic product and a utilitarian product, along with strong and weak arguments, were used as independent variables in the present study to test their effects on narrative transportation and persuasion. The study collected a general sample from the US and Canada using an online survey. Qualtrics, an online survey tool, was used to randomly and evenly distribute participants to experimental conditions. A two-way ANOVA analysis showed that narrative advertisements with hedonic products were evaluated more favorably than narrative advertisements with utilitarian products. People were more likely to be transported when exposed to narrative ad copy featuring hedonic products than utilitarian products. People were also more persuaded by strong arguments than weak arguments for both hedonic and utilitarian products. Theoretical and practical implications are discussed.","abstract_html":"The present study aims to test persuasiveness within narrative ads copy. It is suggested that narrative advertisements are better at persuading consumers than non-narrative advertisements because stories transport people into the narrative world, which prevents people from counterarguing and scrutinizing ad copy information. The study tested how product type and argument strength would affect narrative persuasion. A hedonic product and a utilitarian product, along with strong and weak arguments, were used as independent variables in the present study to test their effects on narrative transportation and persuasion. The study collected a general sample from the US and Canada using an online survey. Qualtrics, an online survey tool, was used to randomly and evenly distribute participants to experimental conditions. A two-way ANOVA analysis showed that narrative advertisements with hedonic products were evaluated more favorably than narrative advertisements with utilitarian products. People were more likely to be transported when exposed to narrative ad copy featuring hedonic products than utilitarian products. People were also more persuaded by strong arguments than weak arguments for both hedonic and utilitarian products. Theoretical and practical implications are discussed.","abstract_has_math":false,"creators":["Lu, Xin"],"institution":"University of Illinois at Urbana-Champaign","degree_name":"M.S.","degree_level":"Thesis","degree_discipline":"Advertising","degree_department":null,"school":null,"contributors":[],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2015,"date_issued":"2015-07-22T22:17:48Z","date_published":"2015-07-22T22:17:48Z","updated_at":"2026-07-22T22:26:11Z","subjects":["Narrative","Persuasion","Transportation","Advertisement"],"languages":["en"],"rights":["Copyright 2015 Xin Lu"],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"http://hdl.handle.net/2142/78507","outbound_label":"Handle","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:creator","label":"Author","values":["Lu, Xin"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date","label":"Dc Date","values":["2015-07-22T22:17:48Z","2015-05","2015-04-30","2015-5"]},{"key":"dc:type","label":"Dc Type","values":["text"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["Advertising"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Thesis"]},{"key":"thesis:degree_name","label":"Degree Name","values":["M.S."]},{"key":"thesis:institution_name","label":"Thesis Institution Name","values":["University of Illinois at Urbana-Champaign"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["Narrative","Persuasion","Transportation","Advertisement"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:language","label":"Dc Language","values":["en"]},{"key":"dc:rights","label":"Dc Rights","values":["Copyright 2015 Xin Lu"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["http://hdl.handle.net/2142/78507"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description","label":"Description","values":["The present study aims to test persuasiveness within narrative ads copy. It is suggested that narrative advertisements are better at persuading consumers than non-narrative advertisements because stories transport people into the narrative world, which prevents people from counterarguing and scrutinizing ad copy information. The study tested how product type and argument strength would affect narrative persuasion. A hedonic product and a utilitarian product, along with strong and weak arguments, were used as independent variables in the present study to test their effects on narrative transportation and persuasion. The study collected a general sample from the US and Canada using an online survey. Qualtrics, an online survey tool, was used to randomly and evenly distribute participants to experimental conditions. A two-way ANOVA analysis showed that narrative advertisements with hedonic products were evaluated more favorably than narrative advertisements with utilitarian products. People were more likely to be transported when exposed to narrative ad copy featuring hedonic products than utilitarian products. People were also more persuaded by strong arguments than weak arguments for both hedonic and utilitarian products. Theoretical and practical implications are discussed.","Submission original under an indefinite embargo labeled 'Open Access'. The submission was exported from vireo on 2015-07-22 without embargo terms","The student, Xin Lu, accepted the attached license on 2015-04-27 at 13:33.","The student, Xin Lu, submitted this Thesis for approval on 2015-04-27 at 13:38.","This Thesis was approved for publication on 2015-04-30 at 09:51.","DSpace SAF Submission Ingestion Package generated from Vireo submission #8120 on 2015-07-22 at 10:34:06","Made available in DSpace on 2015-07-22T22:17:48Z (GMT). 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A hedonic product and a utilitarian product, along with strong and weak arguments, were used as independent variables in the present study to test their effects on narrative transportation and persuasion. The study collected a general sample from the US and Canada using an online survey. Qualtrics, an online survey tool, was used to randomly and evenly distribute participants to experimental conditions. A two-way ANOVA analysis showed that narrative advertisements with hedonic products were evaluated more favorably than narrative advertisements with utilitarian products. People were more likely to be transported when exposed to narrative ad copy featuring hedonic products than utilitarian products. People were also more persuaded by strong arguments than weak arguments for both hedonic and utilitarian products. Theoretical and practical implications are discussed.","Submission original under an indefinite embargo labeled 'Open Access'. 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