Author: | Escalas, J. E. |
Title: | Imagine yourself in the product - mental simulation, narrative transportation and persuasion |
Journal: | Journal of Advertising
2004 : VOL. 33:2 p. 37-48 |
Index terms: | ATTITUDES BRANDS MODELS |
Language: | eng |
Abstract: | This article includes an experimet which examines the favorable effect of ad-encouraged mental simulation on brand evaluation and ad attitudes. The authors develop a model where mental simulation induces via narrative transportation. |
SCIMA