Narrative Transportation in Concept Tests for Really New Products: The Moderating Effect of Reader–Protagonist Similarity†
Narrative Transportation in Concept Tests for Really New Products: The Moderating Effect of Reader–Protagonist Similarity†
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真正新产品概念测试中的叙事传输：读者-主角相似性的调节作用†
DOI：
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发表时间：
2012
期刊：
影响因子：
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通讯作者：
D. Snelders
中科院分区：
文献类型：
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作者：
E. A. V. D. Hende;D. Dahl;J. Schoormans;D. Snelders
作者研究了在消费者评估真正的新产品概念时使用叙述（即以主角为主角的故事情节）来传达产品信息的好处。在早期产品评估的背景下，消费者的想象力可以通过关于主角在一系列行动和事件中使用新产品的叙述来引导。通过这种方式，叙述可以以令人回味和相关的方式呈现有关新产品概念的信息。作者以叙事研究为基础，研究了不同主角焦点人物的含义。此外，还考察了主角焦点人物在促进消费者评价中的作用，并对评价格式（叙述与属性/利益列表）进行了比较。本研究利用三项实证研究，探讨了主角与读者的相似性（不相似性）对叙事和项目符号列表评估格式的交通和新产品评估的潜在影响。研究1显示了读者-主角相似度和评价形式对交通和产品评价的交互影响。这项研究的结果表明，读者与主角的相似性对于叙事的有效性是必要的。研究 2 和 3 进一步了解了读者与主角（不）相似性的影响。研究2表明，通过明确指导读者将自己想象成主角，可以减轻不同主角的负面影响，从而使他们充分体验故事情节。研究3分解了读者与主角的差异，并表明并非所有与读者不同的主角都会产生负面结果。对于读者而言，一个并非来自分离的外群体的不同主角会产生积极的结果。最后，论证了观察到的效果的基本过程：在所有三项研究中，叙事传输都被证明可以调节观察到的效果。通过这些研究，作者推进了叙事传输和社会认同理论。此外，该研究还为如何构建和利用叙事来获取消费者在新产品开发过程中对产品概念的评价提供了实用指南。
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.
影响因子：
56.9
作者：
BOWER, GH;MORROW, DG
通讯作者：
MORROW, DG