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- Title
Narrative Transportation in Radio Advertising: A Study of the Effects of Dispositional Traits on Mental Transportation.
- Authors
Zheng, Lu
- Abstract
This study examined the impact of 3 individual traits—namely need for cognition, vivid mental imagery ability, and transportability—on one's psychological transportation and ensuing belief change subsequent to listening to a narrative radio advertisement. The study demonstrated that both vivid mental imagery ability and transportability tend to significantly influence one's degree of transportedness. Moreover, the study showed that a higher degree of transportedness leads to a more potent persuasive impact on one's affective and conative responses to narrative radio advertising.
- Subjects
RADIO advertising; BROADCAST advertising; RADIO broadcasting research; RADIO advertising effectiveness; RADIO program rating
- Publication
Journal of Radio & Audio Media, 2014, Vol 21, Issue 1, p36
- ISSN
1937-6529
- Publication type
Article
- DOI
10.1080/19376529.2014.891213