Marketing Seminar（2016-03）

Title:The Effects of Social Relationships on Narrative Persuasion

Speaker:Wang Jing , University of Lowa

Time: Thursday, 19 May. 15:00-16:30

Location:Room216, Guanghua Building 2

Abstract:

Stories often focus on interpersonal relationships. In this research, we explore whether lonely consumers are more or less likely to be transported by a narrative advertisement. In a series of studies, we find that lonely consumers are less transported by narratives that have a social focus, while consumers who are not lonely are more transported by socially-focused narrative ads. We believe this reduction in transportation is due to the inability of lonely consumers to imagine themselves in the socially-focused narrative and thus they do not empathize with the characters. Consistent with prior narrative advertising research, transportation leads to higher evaluations of the products in the ads.

Introduction:

Wang Jing is Associate professor of marketing at the University of Iowa. Professor Wang’s research interests include: Aging Consumer Research, Consumer Expertise, Consumer Morality, Consumer Motivation and Judgment, Media and Advertising Effectiveness, The Effects of Loneliness and Social Exclusion on Consumer Behaviors. Her research has been published in journals such as Management Science, Journal of Marketing Research, Journal of Consumer Research, and Journal of Consumer Psychology.

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