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...

This paper is the first step to an understanding of how engagement with interactive television advertisements may increase the relevancy of a brand and therefore facilitate the automatic processing of the brand's logo (measured via the P3a) after viewing the advertisement, compared to...

Service providers and consumer well-being advocates often share stories to promote audience interest in relevant behavior. This research examines how characters’ motivations for engaging in service-related behavior in such stories influence consumers’ interest in services. Across five...