Conscious and non-conscious responses to branded narrative advertising : investigating narrativity level and device type

Narrative advertising enhances advertisement (ad) and brand evaluations from consumers. However, how the narrativity level of the ad impacts these evaluations is less clear. This study investigates affective and cognitive conscious and non-conscious responses to branded advertising in the form of two-dimensional videos that differ in narrativity level. In addition, it explores the effects of delivery modality (computer screen vs virtual reality). We collected self-reported, electroencephalography, and galvanic skin response data from participants watching real video ads with low and high narrativity levels. While self-reported data showed higher positive perceptions toward ads with a high (vs low) narrativity level, the neurophysiological metrics revealed no differences in arousal levels, cognitive load, and approach-avoidance behavior. Delivery modality had little to no effect on self-reported ad and brand metrics, but ads viewed through virtual reality evoked negatively valenced arousal. The findings suggest that narrativity level differently modulates conscious and unconscious cognitive and affective responses to video ads.