Narrative processing¶
Escalas, J. E. (2004). Narrative processing: Building consumer connections to brands. Journal of Consumer Psychology, 14(1–2), 1-2.
Cited by¶
1 citation across 1 artifact.
Each citation links to the sentence it supports in the citing article.
Primes¶
- Narrative Persuasion
- The artifact is the founder-story video; the audience is prospective customers in-market for a mattress; transportation is the immersive following of the founder's journey; identification is with the protagonist-founders (relatable, struggling, obsessive in a way that signals quality); suppressed counter-argument is the viewer's skepticism that direct-to-consumer commodity products are differentiated; imported storyworld assumptions are that obsession produces quality and that quality is recognizable; the residue is brand affinity that survives the video and travels into the purchase decision, an effect Escalas (2004) demonstrates by showing that narrative processing creates self-brand connections by mapping incoming brand stories onto stories already in memory, independent of product attributes.
This sourceDemonstrates that narrative processing creates self-brand connections — the extent to which consumers incorporate a brand into their self-concept — by mapping incoming brand stories onto stories already in the consumer's memory; the resulting brand evaluations are positive independent of product-attribute argument strength.
- The artifact is the founder-story video; the audience is prospective customers in-market for a mattress; transportation is the immersive following of the founder's journey; identification is with the protagonist-founders (relatable, struggling, obsessive in a way that signals quality); suppressed counter-argument is the viewer's skepticism that direct-to-consumer commodity products are differentiated; imported storyworld assumptions are that obsession produces quality and that quality is recognizable; the residue is brand affinity that survives the video and travels into the purchase decision, an effect Escalas (2004) demonstrates by showing that narrative processing creates self-brand connections by mapping incoming brand stories onto stories already in memory, independent of product attributes.
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