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Media Transportation and Advertising

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  • Jing Wang
  • Bobby J. Calder

Abstract

Advertising is commonly presented in the context of media articles or programs that are intended to engage the consumer. An important aspect of this engagement is media transportation, where a person not only attends to information but also is absorbed into the narrative flow of a story in a pleasurable and active way. This research examines the effects of the transportation experience produced by the media context on the impact of ads that appear in that context. Three studies show that transportation can have both positive and negative effects on advertising. Intrusion of the ad into the transportation process is shown to mediate the negative effects, which occurs independently of involvement. (c) 2006 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Jing Wang & Bobby J. Calder, 2006. "Media Transportation and Advertising," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(2), pages 151-162, July.
    • Handle: RePEc:oup:jconrs:v:33:y:2006:i:2:p:151-162
    DOI: 10.1086/506296
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    Citations

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    Cited by:

    1. Beth L. Fossen & David A. Schweidel, 2017. "Television Advertising and Online Word-of-Mouth: An Empirical Investigation of Social TV Activity," Marketing Science, INFORMS, vol. 36(1), pages 105-123, January.
    2. Soumya Mukhopadhyay & V Kumar & Amalesh Sharma & Tuck Siong Chung, 2022. "Impact of review narrativity on sales in a competitive environment," Production and Operations Management, Production and Operations Management Society, vol. 31(6), pages 2538-2556, June.
    3. Matthew M. Mars & Hope Jensen Schau & Tyler E. Thorp, 2023. "Narrative curation and stewardship in contested marketspaces," Journal of the Academy of Marketing Science, Springer, vol. 51(2), pages 418-443, March.
    4. van Noort, Guda & van Reijmersdal, Eva A., 2019. "Branded Apps: Explaining Effects of Brands' Mobile Phone Applications on Brand Responses," Journal of Interactive Marketing, Elsevier, vol. 45(C), pages 16-26.
    5. Hollebeek, Linda D. & Clark, Moira K. & Andreassen, Tor W. & Sigurdsson, Valdimar & Smith, Dale, 2020. "Virtual reality through the customer journey: Framework and propositions," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    6. Hollebeek, Linda D. & Macky, Keith, 2019. "Digital Content Marketing's Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications," Journal of Interactive Marketing, Elsevier, vol. 45(C), pages 27-41.
    7. Qiang Zhang & Wenbo Wang & Yuxin Chen, 2020. "Frontiers: In-Consumption Social Listening with Moment-to-Moment Unstructured Data: The Case of Movie Appreciation and Live Comments," Marketing Science, INFORMS, vol. 39(2), pages 285-295, March.
    8. Brian Gillespie & Mark Mulder & Manja Leib, 2016. "Who’s Laughing Now? The Effect of Simulated Laughter on Consumer Enjoyment of Television Comedies and the Laugh-Track Paradox," Journal of the Association for Consumer Research, University of Chicago Press, vol. 1(4), pages 592-606.
    9. Chaohua Huang & Rui Guo, 2021. "The effect of a green brand story on perceived brand authenticity and brand trust: the role of narrative rhetoric," Journal of Brand Management, Palgrave Macmillan, vol. 28(1), pages 60-76, January.
    10. Bobby J. Calder & Alice M. Tybout, 2016. "What makes a good theory practical?," AMS Review, Springer;Academy of Marketing Science, vol. 6(3), pages 116-124, December.
    11. Elodie Jarrier & Dominique Bourgeon-Renault & Maud Derbaix & Christine Petr, 2017. "Narrative transportation scale: Measure development for transmedia experience," Post-Print hal-02139849, HAL.
    12. Besharat, Ali & Nardini, Gia, 2018. "When indulgence gets the best of you: Unexpected consequences of prepayment," Journal of Business Research, Elsevier, vol. 92(C), pages 321-328.
    13. Acquisti, Alessandro & Spiekermann, Sarah, 2011. "Do Interruptions Pay off? Effects of Interruptive Ads on Consumers' Willingness to Pay," Journal of Interactive Marketing, Elsevier, vol. 25(4), pages 226-240.
    14. de Regt, Anouk & Plangger, Kirk & Barnes, Stuart J., 2021. "Virtual reality marketing and customer advocacy: Transforming experiences from story-telling to story-doing," Journal of Business Research, Elsevier, vol. 136(C), pages 513-522.
    15. Boukis, Achilleas, 2023. "Storytelling in initial coin offerings: Attracting investment or gaining referrals?," Journal of Business Research, Elsevier, vol. 160(C).
    16. Rozier-Rich, Samantha & Santos, Carla Almeida, 2011. "Processing promotional travel narratives," Tourism Management, Elsevier, vol. 32(2), pages 394-405.

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