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Affective resistance to narrative persuasion

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  • Appel, Markus

Abstract

Despite the popularity of narrative persuasion, little is known about the processes underlying resistance to stories. Affective resistance in terms of perceived inauthenticity and corniness is introduced. We show that – akin to counterarguing in non-narrative persuasion – stories may elicit affective resistance, leading to less story impact. Two pre-registered experiments were conducted. Experiment 1 demonstrated that narrative commercials (vs. non-narrative commercials) increase affective resistance, yielding an indirect negative effect on ad attitudes and intentions to share the ad online – while at the same time the stories impart a residual positive effect on the DVs. Presenting narrative commercials only, Experiment 2 showed that affective resistance mediated the influence of a manipulative intent forewarning (vs. control) on participants’ attitudes and behavioral intentions. Narrative transportation was an additional mediator, counterarguing was unrelated to the experimental treatment. Practitioners are advised to abstain from stories that are likely perceived as corny and inauthentic by many consumers.

Suggested Citation

  • Appel, Markus, 2022. "Affective resistance to narrative persuasion," Journal of Business Research, Elsevier, vol. 149(C), pages 850-859.
    • Handle: RePEc:eee:jbrese:v:149:y:2022:i:c:p:850-859
    DOI: 10.1016/j.jbusres.2022.05.001
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    References listed on IDEAS

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    1. Jennifer Edson Escalas, 2007. "Self-Referencing and Persuasion: Narrative Transportation versus Analytical Elaboration," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(4), pages 421-429, December.
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    5. Soral, Prakriti & Pati, Surya Prakash & Kakani, Ram Kumar, 2022. "Knowledge hiding as a coping response to the supervisors’ dark triad of personality: A protection motivation theory perspective," Journal of Business Research, Elsevier, vol. 142(C), pages 1077-1091.
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    Cited by:

    1. Cheng-Jun Wang & Xinzhi Zhang & Zepeng Gou & Youqin Wu, 2024. "Yesterday once more: collective storytelling and public engagement with digital cultural products on the music streaming platform," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-10, December.
    2. Karolina Kaczorowska & Jodie Conduit & Steven Goodman, 2024. "Engaging through storytelling: the interplay of engagement with a story, cause, and charity," Journal of Brand Management, Palgrave Macmillan, vol. 31(3), pages 265-292, May.

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