Media transportation and advertising

Jing Wang*, Bobby J. Calder

*Corresponding author for this work

Research output: Contribution to journalArticle

104 Scopus citations

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.

Original languageEnglish (US)
Pages (from-to)151-162
Number of pages12
JournalJournal of Consumer Research
Volume33
Issue number2
DOIs
StatePublished - Sep 2006

ASJC Scopus subject areas

  • Business and International Management
  • Anthropology
  • Arts and Humanities (miscellaneous)
  • Economics and Econometrics
  • Marketing

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