Impact of narrative versus factual print ad copy on product evaluation: The mediating role of ad message involvement
- Title
- Impact of narrative versus factual print ad copy on product evaluation: The mediating role of ad message involvement
- Author
- 송유진
- Keywords
- ADVERTISING DRAMAS; PERSUASION; PERSPECTIVE; ATTITUDE; TIME
- Issue Date
- 2007-06
- Publisher
- JOHN WILEY & SONS INC
- Citation
- PSYCHOLOGY & MARKETING, v. 24, No. 6, Page. 539-554
- Abstract
- The relative impact of narrative versus factual message strategies on product evaluation was explored. The role of ad message involvement (AMI) as a mediator was also investigated. Narrative versus factual print ad copy resulted in more favorable product evaluations for two fictitious brands, one each from the cell phone and sunglasses product categories. Narrative print ad copy also elicited higher ad message involvement which, in turn, mediate the differential effect of narrative versus factual copy on product evaluations. The study demonstrated one of the major pathways through which the relatively more persuasive effects of narrative versus factual print ad copy appears to operate. (C) 2007 Wiley Periodicals, Inc.
- URI
- https://onlinelibrary.wiley.com/doi/abs/10.1002/mar.20172https://repository.hanyang.ac.kr/handle/20.500.11754/106661
- ISSN
- 0742-6046
- DOI
- 10.1002/mar.20172
- Appears in Collections:
- COLLEGE OF BUSINESS AND ECONOMICS[E](경상대학) > BUSINESS ADMINISTRATION(경영학부) > Articles
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