![Sample our Humanities journals, sign in here to start your FREE access for 14 days]({"type":"image" , "src" : "/sda/5939/TOC-Subject-Sample-2021-Humanities.jpg"})
Abstract
This study examined the impact of 3 individual traits—namely need for cognition, vivid mental imagery ability, and transportability—on one's psychological transportation and ensuing belief change subsequent to listening to a narrative radio advertisement. The study demonstrated that both vivid mental imagery ability and transportability tend to significantly influence one's degree of transportedness. Moreover, the study showed that a higher degree of transportedness leads to a more potent persuasive impact on one's affective and conative responses to narrative radio advertising.
Additional information
Notes on contributors
Lu Zheng
Lu Zheng (Ph.D., University of Alabama, 2010) is Assistant Professor of Advertising in the College of Journalism and Communications at the University of Florida. Her research interests include construction of persuasion model, narrative advertising, media psychology, cross-cultural and international studies as well as health communication.