Imagine yourself in the product - Mental simulation, narrative transportation, and persuasion
Imagine yourself in the product - Mental simulation, narrative transportation, and persuasion
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DOI：
10.1080/00913367.2004.10639163
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发表时间：
2004-06-01
影响因子：
5.7
通讯作者：
Escalas, JE
中科院分区：
文献类型：
--
作者：
Escalas, JE
心理模拟被定义为对假设情景的认知建构，通常以故事或叙述的形式出现。本研究旨在探讨广告诱导的心理模拟对广告态度和品牌评价的影响。一个模型的开发，其中心理模拟说服通过叙事运输，定义为沉浸到一个故事（Gerrig 1994;绿色和布洛克2000）。运输包括强烈的情感反应和低水平的批判性思维，这反过来又会影响广告态度和品牌评估。
Mental simulation has been defined as the cognitive construction of hypothetical scenarios, which are usually in the form of stories or narratives. The experiment in this paper examines the favorable effect of ad-encouraged mental simulation on ad attitudes and brand evaluations. A model is developed wherein mental simulation persuades via narrative transportation, defined as immersion into a story (Gerrig 1994; Green and Brock 2000). Transportation includes strong affective responses and low levels of critical thought, which, in turn, affect ad attitudes and brand evaluations.