Purpose: This paper presents a study using encephalography (EEG) to investigate consumer responses to narrative videos in energy efficiency social marketing. The purpose is to assess the role of attention, working memory, emotion, and imagination in narrative transportation, and how these stages...

Prior research has focused on analyzing the content and intent of celebrity social media communications. By observing that the linguistic style of such celebrity communications drives consumer word of mouth, the main goal of the current research is to broaden this limited perspective. An...

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...