Self-referencing and persuasion: Narrative transportation versus analytical elaboration
Self-referencing and persuasion: Narrative transportation versus analytical elaboration
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DOI：
10.1086/510216
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发表时间：
2007-03-01
影响因子：
7.2
通讯作者：
Escalas, Jennifer Edson
中科院分区：
文献类型：
--
作者：
Escalas, Jennifer Edson
本文对比了叙述性自我参照和分析性自我参照。提出叙述性的自我引用通过交通工具来说服，在这种情况下，人们会全神贯注于一个故事--在这种情况下，是在他们的故事般的想法中(Green和Brock 2000)。当广告观众被这些叙事思维所传递时，说服力不会受到薄弱的广告论点的负面影响。相反，分析性自我参照通过更传统的加工模式进行说服，其中认知精化通过将输入的信息与自己或个人经历联系起来而得到加强，这导致了强论点和弱论点的不同说服效果。我还提出，广告怀疑主义会缓和叙事传达的效果。我的断言在两个实验中得到了验证，实验背景是心理模拟作为一种叙事自我参照的形式。
This article contrasts narrative self-referencing with analytical self-referencing. propose that narrative self-referencing persuades through transportation, where people become absorbed in a story - in this case, in their storylike thoughts (Green and Brock 2000). When ad viewers are transported by these narrative thoughts, persuasion is not negatively affected by weak ad arguments. Conversely, analytical self-referencing persuades via more traditional processing models, wherein cognitive elaboration is enhanced by relating incoming information to one's self or personal experiences, which results in a differential persuasive effect of strong versus weak arguments. I also propose that ad skepticism moderates the effect of narrative transportation. My assertions are tested in two experiments in the context of mental simulation as a form of narrative self-referencing.