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Advances in Psychological Science    2015, Vol. 23 Issue (11) : 2001-2008     DOI: 10.3724/SP.J.1042.2015.02001
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Narrative Transportation and Persuasion Mechanisms: Taking Narrative Public Service Advertisings as Example
LI Qiyi; HU Zhujing; WANG Xinqiang; LIU Xiaoxue
(School of Psychology, Jiangxi Normal University, Nanchang 330027, China)
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Abstract  

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 dose- response 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.

Keywords persuasion      story      narrative transportation      attitude      behaviors      narrative public serving ads     
Corresponding Authors: HU Zhujing, E-mail: huzjing@jxnu.edu.cn; WANG Xinqiang, E-mail: xinqiangw101@163.com    
Issue Date: 15 November 2015
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LI Qiyi
HU Zhujing
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LIU Xiaoxue
Cite this article:   
LI Qiyi,HU Zhujing,WANG Xinqiang, et al. Narrative Transportation and Persuasion Mechanisms: Taking Narrative Public Service Advertisings as Example[J]. Advances in Psychological Science, 2015, 23(11): 2001-2008.
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http://journal.psych.ac.cn/xlkxjz/EN/10.3724/SP.J.1042.2015.02001     OR     http://journal.psych.ac.cn/xlkxjz/EN/Y2015/V23/I11/2001
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