Narrative Transportation Theory Research Articles

Visual storytelling on Instagram: branded photo narrative and the role of telepresence

PurposeThe new focus of brand communication in social media has driven firms to develop the effective visual content strategy. In light of narrative transportation theory, this study aims to investigate the impact of a photo’s narrative elements on self-brand connection through viewers’ transportation and emotional responses. Additionally, this study tests the role of telepresence on Instagram in this psychological mechanism.Design/methodology/approachUsing between-subjects experimental design, two experimental studies test the effect of implied movement (Study 1) and diverse narrative elements such as a character, implied motion for chronology and the relevant background (Study 2).FindingsResults demonstrate that a single narrative element, i.e. implied motion, does not induce a viewer’s transportation to the presented image. Rather, the viewer’s transportation occurs as a function of complex and diverse narrative elements, such as implied motion and the background as a context.Practical implicationsFindings suggest that the concept of photo narrative should be taken into consideration in a visually-oriented social media environment. To increase self-brand connection, social media communication should be designed with diverse elements to promote viewers’ active simulation and create meaning to the branded photo story.Originality/valueThis study expands the theory of narrative transportation by applying it to a visual form. Additionally, this research investigates the effect of social media communication on self-brand connection; the findings of this study demonstrate that a major goal of social media communication is not to sell products but to strengthen consumer-brand relationships through branded storytelling.

Robert Heinlein's Space Cadet and the Young Adult Reader: Understanding the Real World through Narrative Transportation Approach

Young Adult science fiction is a growing body of work in the science fiction genre that encourages its readers to envision, evaluate, and question contemporary and future real-world incidents. This paper explores the effect of narrative transportation on young adult readers of Robert Heinlein's Space Cadet, a YA science fiction novel. One of the main aspects narrative transportation theory examines is how literature fosters teens' understanding and awareness of themselves and of issues important to them. In this sense, Space Cadetengages the young adult reader with its narrative, its characters, and other significant sociopolitical notions like gender roles, the representation of “other,” and the politics of racism. Thus, by being immersed in the narrative and engaging with the explicit and implicit themes represented in the novel, transported young adult readers, we argue, may participate in changing existing social and political notions and (re)constructing their individuality through absorbing the traits, beliefs, and responsibilities of the fictitious juvenile protagonist and his experience, as well..

Falling in love with a place because of a song: the transportation effects of music on place attachment

ABSTRACTWith the growing influence of media on tourism destination marketing, this research proposes a possible psychological process of music effect on place attachment, using the narrative transportation theory. Data were collected through an online survey in China (n = 531) and analyzed using SEM. Results indicate that (1) music transportation positively affects individuals’ attachment; (2) attitude plays a partial mediating role in the relationship between music transportation and place attachment; (3) previous visits have significant moderate effects on the attitude-attachment path rather than on the transportation-attachment path or the transportation-attitude path. Theoretical and practical implications for destination marketing are provided.

European luxury fashion brand advertising and marketing relating to nostalgia

This research seeks to examine how European luxury fashion brands use nostalgia in their advertising and marketing, and the benefits of using nostalgia by analyzing selected adverts from Vogue magazine. The research adopts Narrative Transportation Theory, aims to create a model which develops Van Laer, de Ruyter, Viscanti and Wentzels’ (2014) “Extended Transportation-Imagery Model”, and provides managerial implications. Qualitative content analysis of imagery was conducted to analyze 60 adverts of five luxury fashion brands between 2010–2016. This research offers a different product category to investigate for nostalgia literature: luxury fashion brands’ advertising, a different cultural context: European luxury fashion brands, and examines luxury fashion brand characteristics within the adverts’ narratives by semiotics discipline. Research identifies how nostalgia theme was used in these adverts, provides an understanding among the themes, and adverts’ analysis in terms of luxury brand characteristics, narrative, and semiotics.

Employee’s ubiquitous learning engagement: Impact of innovativeness-oriented learning system design factors and the mediating role of imagery

This study investigates the essential factors involved in employees’ ubiquitous-learning engagement (U-LE). In this study, a research model was proposed based on learning engagement (LE) and narrative transportation theory, focusing on the impact of domain-specific innovativeness (DSI) and interface design (ID) factors on employee U-LE from a learning system design perspective. A questionnaire-type survey was conducted and the responses of 385 employees were analyzed using structural equation modeling with a partial least squares approach. The results imply the following: 1) information-possessing innovativeness (IPI) as the DSI factor influences employees’ U-LE; 2) interface convenience (IC) and interface design aesthetics (IDA), as system implementation factors, significantly affect U-LE; 3) imagery significantly influences U-LE; and 4) imagery is also proven to exert mediating effects on the relationships between U-LE and its antecedents by the bootstrapping method. Finally, both research and practice implications are discussed.

Testing a Web-Based Interactive Comic Tool to Decrease Obesity Risk Among Minority Preadolescents: Protocol for a Pilot Randomized Control Trial.

BackgroundChildhood obesity is a public health crisis, particularly in low-income, minority populations in the United States. Innovative and technology-enhanced interventions may be an engaging approach to reach at-risk youth and their parents to improve dietary behaviors and feeding practices. However, such tools are limited, especially ones that are theory-based; co-developed with user-centered approaches; tailored to low-income, minority preadolescents; and include parent-focused content.ObjectiveThe objectives of this study include assessing the feasibility and acceptability and exploring the potential impact of the Intervention INC (Interactive Nutrition Comics for urban, minority preadolescents) Web-based tool, which is focused on decreasing childhood obesity risk in black/African American and Latino children aged 9 to 12 years.MethodsIntervention INC is underpinned by the narrative transportation theory, social cognitive theory, and health belief model, and it was co-developed by children and parents from the intended population. The child component consists of a 6-chapter interactive nutrition comic optimized for use on tablet devices, a goal-setting and self-assessment feature, and weekly text/email messages and reminders. The parental component consists of 6 Web-based newsletters, access to the child comic, and weekly text/email messages and reminders. The tool was evaluated using a pilot, single-blind, 2-group randomized controlled study design. Child-parent dyads were randomized to either the experimental or comparison group and assigned to a targeted behavior (increase fruit/vegetable or water intake) based on initial screening questions. Data were collected at 4 time points: baseline (T1), intervention midpoint (T2), intervention endpoint (T3), and 3 months postintervention (T4). Primary measures comprise usage, usability, and feasibility of the Web-based tool. Secondary measures comprise dietary knowledge, preferences, and intake and anthropometric measures (for child) and feeding practices and home food environment (for parent).ResultsStudy enrollment was completed in November 2017. A total of 89 child-parent dyads were randomized to either the experimental (n=44) or comparison (n=45) group. Data analysis is currently being conducted.ConclusionsThis study aims to implement and assess an innovative approach to deliver health messages and resources to at-risk minority preadolescents and their parents. If found to be acceptable, engaging, feasible, and a potential approach to improve dietary behaviors, a full-fledged randomized controlled trial will be conducted to assess its efficacy and potential impact.Trial RegistrationClinicalTrials.gov NCT03165474; https://clinicaltrials.gov/ct2/show/NCT03165474 (Archived by WebCite at http://www.webcitation.org/73122IjgP)International Registered Report Identifier (IRRID)RR1-10.2196/10682

Innovation in public relations theory and practice

PurposeThe purpose of this paper is to craft a new perspective on how we can view public relations that reflects important trends emerging in the field including digital media, storytelling, engagement and co-creation of meaning. Transmedia storytelling (an idea with some ties to public relations) and narrative transportation theory are synthesized to form the transmedia narrative transportation (TNT) approach to public relations. The paper details the development of the TNT approach and how it can be applied to public relations initiatives.Design/methodology/approachThe approach is a literature review to inform the creation of the TNT approach. A case study is used to illustrate the TNT approach.FindingsAn innovative approach to conceptualizing and creating public relations initiatives is developed, explained and illustrated.Research limitations/implicationsThe paper examines only one case to illustrate the TNT approach.Practical implicationsThe TNT approach develops a new perspective for public relations for developing and executing public relations initiatives. Transmedia storytelling has already been connected to the practice and TNT builds a more comprehensive approach for understanding its value to public relations.Originality/valueThere has been a limited application of transmedia storytelling to public relations. This paper synthesizes transmedia storytelling with narrative transportation theory to develop a theory-driven, new approach for public relations thinking. The TNT approach is a unique fusion of ideas that can bring an innovative approach to the practice of public relations that captures four emerging trends that are shaping the practice.

Theorizing Foreshadowed Death Narratives: Examining the Impact of Character Death on Narrative Processing and Skin Self-Exam Intentions

Narratives are common in health campaigns and interventions, with many depicting individuals battling a particular illness or disease. Past research has focused primarily on the form and effects of survivor stories, but considerably less attention has been devoted to stories in which 1 or more of the central characters passes away. The goal of the current study was to compare the relative persuasive impact of survivor and death narratives in influencing skin prevention behaviors and to test narrative mediators that might explicate underlying mechanisms of effect. To that end, adults (N = 635, M age = 32.43 [SD = 11.23]) were randomly assigned to 1 of 6 narrative intervention conditions in an online message experiment. Participants read 1 of 2 stories about a person with melanoma (Rusty or Diane) that was manipulated as a narrative depicting the survival, death, or foreshadowed death of the main character. Foreshadowed death narratives increased intentions to perform a skin self-exam (SSE), a relationship that was mediated by narrative transportation and perceived SSE benefits. The results support the central postulate of narrative transportation theory and the utility of using foreshadowed death narratives in communication-based interventions designed to increase SSE frequency.

Mapping research on health topics presented in prime-time TV dramas in “developed” countries: A literature review

AbstractSome prime-time TV dramas containing health topics have large audiences both in the countries in which they are broadcast as well as on an international level via Internet television network. We conducted a literature review to map the current research articles on prime-time TV dramas with health themes produced in so-called developed countries from 1986 to 2014. The review discovered 59 articles, of which 29 (49.2%) examined the portrayal of patients, doctors, and illness; two (3.4%) examined audience characteristics and motives for watching medical dramas; 17 (28.8%) used cross-sectional methods to examine viewers’ knowledge, attitudes, or behaviors related to health concerns; and 11 (18.6%) used either pre- and post-exposure or post-exposure and follow-up tests to assess changes in viewers’ knowledge, attitudes or behaviors related to health concerns. Theories employed to understand changes in viewers’ knowledge and behaviors included cultivation theory, narrative transportation theory, and soc...

Experiential dimensions of TV advertizing: modeling narrative and non-narrative perceptions

This paper aims at extending advertizing response theory by presenting a three-dimensional model of advertizing perceptions (conceptualized as experiences) by incorporating concepts from cognitive film psychology and narrative transportation theory. The conceptual model is operationalized, tested and evaluated on empirical data from an e-survey measuring the experiential dimensions and ad liking of ten selected TV ads. The findings showed reliability and validity of the proposed measurement scales. The study supported the hypothesized positive influence of all three dimensions on ad liking, but to variable degree. The results showed that the suggested application of the framework is capable of measuring advertizing experiences based on their degree of didactic, narrative and lyrical potential. Findings also suggested that the lyrical dimension supports the narrative experience, adding a new ‘lyrical’ perspective to the conceptual understanding of narrative transportation in advertizing. Keywords: television advertizing, creative strategy, narrative transportation, advertizing effectiveness, lyrical advertizing, advertizing perceptions. JEL Classification: M31, M37

Narrative Transportation and Persuasion Mechanisms: Taking Narrative Public Service Advertisings as Example

Story is a strong persuasion, which story persuasion effect carries narrative transportation as the main mechanism. Public-service ads are taken as example to introduce narrative transportation theory in this paper. Narrative transportation is a unique mental process that integrates attention, feeling and imagery. Besides, it changes people's attitudes and beliefs by reducing negative cognition, liking and identifying story characters, creating immersive presence and triggering strong emotional reactions. The article indicates the enlightenment of narrative transportation on public-service ads from the aspects of doseresponse effects, edutainment, matching with the national culture and meeting the aesthetic needs. Finally, future studies are advised conducting from narrative transportation with embodied cognition view, empirical comparison between narrative transportation and process analysis, narrative media matching with individual and the formulation of the stories.

Transportation into narrative worlds: implications for entertainment media influences on tobacco use

A growing body of research suggests that smoking portrayals in movies influence adolescent tobacco use. However, the mechanism for this influence remains unclear. The aim of this paper is to provide an overview of research on narrative transportation theory, particularly as applied to movies and smoking. We propose that this theory can provide a valuable framework for guiding research on the role of entertainment media in smoking and other addictive behaviors. We review empirical work on transportation theory and highlight the psychological mechanisms underlying transportation effects. 'Transportation into narrative worlds' refers to cognitive, emotional and imagery engagement into a narrative (including movies and entertainment media). We link this work with research on the effects of movie smoking. Research suggests that individuals who are more highly transported into narratives show greater attitude, belief and behavior change. Transportation effects work through reducing counterarguing, creating connections (identification and liking) with characters and increasing perceptions of realism and emotional involvement. We propose several future directions and research challenges for applying a transportation framework to the issue of entertainment media effects on smoking and tobacco disparities. Understanding factors contributing to transportation may provide a more nuanced view of who will be affected by movie smoking, and understanding the psychological processes underlying narrative persuasion may guide intervention efforts. Narrative transportation theory suggests that individuals' cognitive, emotional and imagery immersion in a narrative is a key mechanism of attitude, belief and behavior change. This theory provides a potentially generative and psychologically grounded framework for increasing knowledge about the boundary conditions and processes underlying the effects of entertainment media on tobacco use.

Narrative Transportation in Concept Tests for Really New Products: The Moderating Effect of Reader–Protagonist Similarity

The authors investigate the benefits of using a narrative (i.e., a storyline featuring a protagonist) to convey product information in the evaluation of really new product concepts by consumers. In the context of early product evaluation, the imagination of consumers can be guided by a narrative about a protagonist who uses the new product in a series of actions and events. In this way, a narrative can present information about the new product concept in a way that is evocative and relevant.The authors build on narratives research and study the implications of different protagonist focal characters. Further, the role of a protagonist focal character in facilitating consumer evaluations is examined, and evaluation formats (narrative versus attribute/benefit listings) are compared. Utilizing three empirical studies, this research looks at the potential effects of protagonist (dis)similarity with the reader on transportation and new product evaluation both in narrative and bulleted list evaluation formats. Study 1 shows an interactive effect of reader–protagonist similarity and evaluation format on transportation and product evaluation. The results from this study show that reader–protagonist similarity is needed for a narrative to be effective.Studies 2 and 3 provide further understanding of the effects of reader–protagonist (dis)similarity. Study 2 shows that the negative impact of a dissimilar protagonist can be mitigated by explicitly instructing the readers to imagine themselves as the protagonist, thus enabling them to fully experience the storyline. Study 3 decomposes the reader–protagonist dissimilarity and shows that not all protagonists dissimilar to the reader deliver a negative outcome. A dissimilar protagonist that is not from a dissociative out‐group for the reader effectuates a positive result. Finally, the underlying process for the observed effects is demonstrated: narrative transportation is shown to mediate the observed effects in all three studies.With these studies, the authors advance narrative transportation and social identity theory. Furthermore, the research provides practical guidelines for how narratives should be constructed and utilized to obtain consumer evaluations of product concepts in the new product development process.

The Story Is As Good As the Real Thing: Early Customer Input on Product Applications of Radically New Technologies

Early customer input on applications that use radically new technologies is crucial for gaining an understanding of the benefits and value of these new technologies. Potential customers should have a clear understanding of a new technology application before they give their input on it. Prototypes provide a clear picture to the customer, but are seldom available in the early (predevelopment) stage. Therefore, a customer research technique that provides valuable input is needed. The aim of the study is to show that product narratives provide valuable input from customers in the predevelopment phase of a discontinuous new product development (NPD) process.This study compares a product narrative with a benchmark condition of a working prototype, a nonnarrative, and two conditions that have been added to make a comparison possible. Confirming this study's prediction, the analysis of variance results show that no differences are present between the narrative text with drawn images and a prototype demonstration on all dependent variables (i.e., evaluations of the product, interaction, ease of use, and aesthetics). Differences in customers' evaluations are only present when the narration is removed from the text with drawn images. Regression analysis confirms that narration is the key variable that predicts the evaluations of the product, interaction, ease of use, and aesthetics. The mediating role of narrative transportation provides explanation of these findings. Narrative transportation is a mixture of attention, imagery, and feelings that people experience when they watch a movie or read a narrative. According to narrative transportation theory, transported consumers immerse themselves in what they watch or read and have vivid images in their mind, see themselves in the scene of the action, experience emotions, and forget the world around them.This study shows that without narration, texts with drawn images are insufficiently vivid to transport the reader to enable him or her to imagine using the really new product, and consequently, provide evaluations similar to prototype evaluations. The narrative character of the utilized technology application presentation provides vivid imagery of the technology application, thereby compensating for a lack of realism. To conclude, an easy‐to‐apply product narrative successfully explains a technology application that uses a radically new technology to a customer before prototypes have been completed.

“Saved!” by Jena Malone: An introspective study of a consumer's fan relationship with a film actress

While consumers have always been fascinated by the works and private lives of celebrities, some consumers experience a significantly more intensive level of admiration for a particular celebrity and, subsequently, become what are commonly known as fans. However, scant attention has been paid to how the relationship between fans and celebrities expresses itself in everyday consumer behavior. Thus, in order to explore celebrity fandom as a holistic lived experience from a fan's insider perspective, the lead author uses subjective personal introspection to provide insights into his private fan relationship with the actress Jena Malone. Drawing on narrative transportation theory, the study finds that a consumer's fan experiences may derive from one's personal engagement with the celebrity's artistic work and public persona. The latter is essentially the consumer's private intertextual reading of what s/he perceives to be relevant and ‘reliable’ media texts, which can result in a feeling of ‘knowing’ the celebrity like a personal friend — or even of ‘love’.