Using EEG to Examine the Role of Attention, Working Memory, Emotion, and Imagination in Narrative Transportation

Abstract

Purpose: This paper presents a study using encephalography (EEG) to investigate consumer responses to narrative videos in energy efficiency social marketing. The purpose is to 1. assess the role of attention, emotion, working memory, and imagination in narrative transportation, 2. Understand more about the temporal stages of narrative transportation. Design/methodology/approach: Consumers took part in an EEG experiment during which they were shown four different narrative videos to identify brain response during specific epochs of each video. Findings: The study found that at the start of the narrative videos attention, working memory, and emotion was high before attenuating with some introspection at the end of this segment. During the narrative segment of the videos attention, working memory and emotion were also high, with attention becoming lower but memory, imagination, and cognitive processing occurring. However, some differences in consumer responses across each of the four videos suggest that story topics and their fit with story receivers may be an important factor in narrative transportation. Practical implications: Marketers should attempt to gain focus attention and invoke emotional response, working memory and imagination to achieve a greater intensity of narrative transportation with consumers. The fit between story object and story reviewer should also be considered when creating consumer narratives. Finally, the study suggests that narratives can be a useful approach in energy efficiency social marketing. Originality/value: This research contributes to theory by identifying brain response relating to attention, emotion, working memory, and imaginative response during specific stages of narrative transportation. The study considers the role of attention, emotion, working memory and imagination during stories, and how these may relate to narrative transportation.