Abstract

Recent work has investigated the mechanisms underlying narrative advertisements’ persuasive powers. Another body of research has investigated the ways that consumers interact with stimuli and narratives across different communication media. However, prior research has generalized findings across media without empirically testing these generalizations. This work seeks to clarify the role of media in narrative processing of advertisements. It validates that narrative transportation, retrospective reflection and narrative engagement mediate the formation of brand attitudes by narrative advertisements across media. The roles of cognitive load, imagery generation, emotional and cognitive involvement are assessed for brands ranging across product categories and prior familiarity. The results of this research provide theoretical contributions to narrative processing, narrative persuasion and advertising bodies of literature. Limitations, future research ideas and managerial implications conclude the discussion of this research.