IDEAS home Printed from https://ideas.repec.org/a/plo/pone00/0259420.html
   My bibliography  Save this article

How narrative transportation in movies affects audiences’ positive word-of-mouth: The mediating role of emotion

Author

Listed:
  • Shih-Tse Wang
  • Yao-Chien Tang

Abstract

On the basis of the cognitive–affective–behavioral model, this study investigated the effects of narrative transportation in movies on audience emotion and positive word-of-mouth (PWOM). To the best of the authors’ knowledge, this is the first study to explore the effects of the multidimensionality of narrative transportation on the multidimensionality of emotion. In this study, narrative transportation was divided into dimensions of empathy, immersion, and belief revision, and emotion was divided into pleasure and arousal. To explore the relationship between narrative transportation, emotions, and PWOM, the participants, comprising individuals with movie watching experience, completed a questionnaire on the movie that had left the deepest impression on them. The responses were analyzed through structural equation modeling. Empathy, immersion, and belief revision were significantly and positively associated with pleasure and arousal, which positively correlated with PWOM. The relationship between empathy or immersion and PWOM was partially mediated by pleasure and arousal, whereas pleasure and arousal fully mediated the association between belief revision and PWOM. Practical suggestions for filmmakers were derived from the present findings.

Suggested Citation

  • Shih-Tse Wang & Yao-Chien Tang, 2021. "How narrative transportation in movies affects audiences’ positive word-of-mouth: The mediating role of emotion," PLOS ONE, Public Library of Science, vol. 16(11), pages 1-13, November.
    • Handle: RePEc:plo:pone00:0259420
    DOI: 10.1371/journal.pone.0259420
    as

    Download full text from publisher

    File URL: https://journals.plos.org/plosone/article?id=10.1371/journal.pone.0259420
    Download Restriction: no
    File URL: https://journals.plos.org/plosone/article/file?id=10.1371/journal.pone.0259420&type=printable
    Download Restriction: no
    File URL: https://libkey.io/10.1371/journal.pone.0259420?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Mikyeong Cho & Hyeonkyeong Lee & Young-Me Lee & Ja-yin Lee & Haeyoung Min & Youlim Kim & Sookyung Kim, 2019. "Psychometric properties of the Korean version of the Health Literacy on Social Determinants of Health Questionnaire (K-HL-SDHQ)," PLOS ONE, Public Library of Science, vol. 14(11), pages 1-14, November.
    2. Xinlei Chen & Yuxin Chen & Charles Weinberg, 2013. "Learning about movies: the impact of movie release types on the nationwide box office," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 37(3), pages 359-386, August.
    3. Brandi S. Morris & Polymeros Chrysochou & Jacob Dalgaard Christensen & Jacob L. Orquin & Jorge Barraza & Paul J. Zak & Panagiotis Mitkidis, 2019. "Stories vs. facts: triggering emotion and action-taking on climate change," Climatic Change, Springer, vol. 154(1), pages 19-36, May.
    4. François A. Carrillat & Renaud Legoux & Allègre L. Hadida, 2018. "Debates and assumptions about motion picture performance: a meta-analysis," Journal of the Academy of Marketing Science, Springer, vol. 46(2), pages 273-299, March.
    5. Desislava Budeva, 2010. "Cross‐cultural differences in evaluating product characteristics: motion pictures," Management Research Review, Emerald Group Publishing Limited, vol. 33(5), pages 423-436, April.
    6. Matthew Pittman & Emil Steiner, 2019. "Transportation or Narrative Completion? Attentiveness during Binge-Watching Moderates Regret," Social Sciences, MDPI, vol. 8(3), pages 1-14, March.
    7. Chebat, Jean-Charles & Michon, Richard, 2003. "Impact of ambient odors on mall shoppers' emotions, cognition, and spending: A test of competitive causal theories," Journal of Business Research, Elsevier, vol. 56(7), pages 529-539, July.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Jordi McKenzie, 2023. "The economics of movies (revisited): A survey of recent literature," Journal of Economic Surveys, Wiley Blackwell, vol. 37(2), pages 480-525, April.
    2. Jolanta A. Starosta & Bernadetta Izydorczyk, 2020. "Understanding the Phenomenon of Binge-Watching—A Systematic Review," IJERPH, MDPI, vol. 17(12), pages 1-16, June.
    3. Errajaa, Karim & Legohérel, Patrick & Daucé, Bruno, 2018. "Immersion and emotional reactions to the ambiance of a multiservice space: The role of perceived congruence between odor and brand image," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 100-108.
    4. Delre, Sebastiano A. & Panico, Claudio & Wierenga, Berend, 2017. "Competitive strategies in the motion picture industry: An ABM to study investment decisions," International Journal of Research in Marketing, Elsevier, vol. 34(1), pages 69-99.
    5. Leenders, Mark A.A.M. & Smidts, Ale & Haji, Anouar El, 2019. "Ambient scent as a mood inducer in supermarkets: The role of scent intensity and time-pressure of shoppers," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 270-280.
    6. Otterbring, Tobias & Folwarczny, Michał, 2024. "Social validation, reciprocation, and sustainable orientation: Cultivating “clean†codes of conduct through social influence," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    7. Kim, Yeolib & Kim, Seung Hyun & Peterson, Robert A. & Choi, Jeonghye, 2023. "Privacy concern and its consequences: A meta-analysis," Technological Forecasting and Social Change, Elsevier, vol. 196(C).
    8. Syed Karamatullah Hussainy & Umair Tariq & Eesar Khan, 2017. "A Preliminary Investigation of the Effects of Servicescape on Consumers’ Loyalty Intentions," KASBIT Business Journals (KBJ), Khadim Ali Shah Bukhari Institute of Technology (KASBIT), vol. 10, pages 101-130, December.
    9. Chebat, Jean-Charles & Morrin, Maureen, 2007. "Colors and cultures: Exploring the effects of mall decor on consumer perceptions," Journal of Business Research, Elsevier, vol. 60(3), pages 189-196, March.
    10. (Grace) Chae, Boyoun & Yoon, Sangsuk & Baskin, Ernest & (Juliet) Zhu, Rui, 2023. "The lasting smell of temptation: Counteractive effects of indulgent food scents," Journal of Business Research, Elsevier, vol. 155(PA).
    11. Muhammad Salman Azhar & Ismail Bin Lebai Othman & Norzieiriani bt. Ahmad, 2018. "Investigating Customer Satisfaction of Airline Passengers in Aviation Sector of Pakistan," Pakistan Journal of Humanities and Social Sciences, International Research Alliance for Sustainable Development (iRASD), vol. 6(4), pages :561-581, December.
    12. Errajaa, Karim & Daucé, Bruno & Legohérel, Patrick, 2020. "Consumer reactions to olfactory congruence with brand image," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    13. Jolanta Starosta & Bernadetta Izydorczyk & Małgorzata Dobrowolska, 2020. "Personality Traits and Motivation as Factors Associated with Symptoms of Problematic Binge-Watching," Sustainability, MDPI, vol. 12(14), pages 1-15, July.
    14. Al-Kilani, Shaymaa & El Hedhli, Kamel, 2021. "How do restaurant atmospherics influence restaurant authenticity? An integrative framework and empirical evidence," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    15. Massicotte, Marie-Claude & Michon, Richard & Chebat, Jean-Charles & Joseph Sirgy, M. & Borges, Adilson, 2011. "Effects of mall atmosphere on mall evaluation: Teenage versus adult shoppers," Journal of Retailing and Consumer Services, Elsevier, vol. 18(1), pages 74-80.
    16. Hauke A. Wetzel & Stefan Hattula & Maik Hammerschmidt & Harald J. Heerde, 2018. "Building and leveraging sports brands: evidence from 50 years of German professional soccer," Journal of the Academy of Marketing Science, Springer, vol. 46(4), pages 591-611, July.
    17. Shuvam Chatterjee & Pawel Bryla, 2023. "Mapping consumers’ semi-conscious decisions with the use of ZMET in a retail market setup," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 50(2), pages 221-232, June.
    18. Snyder, Hannah, 2019. "Literature review as a research methodology: An overview and guidelines," Journal of Business Research, Elsevier, vol. 104(C), pages 333-339.
    19. Andrew T. Ching & Tülin Erdem & Michael P. Keane, 2013. "Invited Paper ---Learning Models: An Assessment of Progress, Challenges, and New Developments," Marketing Science, INFORMS, vol. 32(6), pages 913-938, November.
    20. Jackson, Vanessa & Stoel, Leslie & Brantley, Aquia, 2011. "Mall attributes and shopping value: Differences by gender and generational cohort," Journal of Retailing and Consumer Services, Elsevier, vol. 18(1), pages 1-9.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:plo:pone00:0259420. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: plosone (email available below). General contact details of provider: https://journals.plos.org/plosone/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.