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The Extended Transportation-Imagery Model: A Meta-Analysis of the Antecedents and Consequences of Consumers' Narrative Transportation

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  • Tom van Laer
  • Ko de Ruyter
  • Luca M. Visconti
  • Martin Wetzels

Abstract

Stories, and their ability to transport their audience, constitute a central part of human life and consumption experience. Integrating previous literature derived from fields as diverse as anthropology, marketing, psychology, communication, consumer, and literary studies, this article offers a review of two decades worth of research on narrative transportation, the phenomenon in which consumers mentally enter a world that a story evokes. Despite the relevance of narrative transportation for storytelling and narrative persuasion, extant contributions seem to lack systematization. The authors conceive the extended transportation-imagery model, which provides not only a comprehensive model that includes the antecedents and consequences of narrative transportation but also a multidisciplinary framework in which cognitive psychology and consumer culture theory cross-fertilize this field of inquiry. The authors test the model using a quantitative meta-analysis of 132 effect sizes of narrative transportation from 76 published and unpublished articles and identify fruitful directions for further research.

Suggested Citation

  • Tom van Laer & Ko de Ruyter & Luca M. Visconti & Martin Wetzels, 2014. "The Extended Transportation-Imagery Model: A Meta-Analysis of the Antecedents and Consequences of Consumers' Narrative Transportation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(5), pages 797-817.
  • Handle: RePEc:oup:jconrs:doi:10.1086/673383
    DOI: 10.1086/673383
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