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Toward an understanding of multimoda...

Luna Nevarez, Cuauhtemoc.

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Toward an understanding of multimodal narratives in marketing: A comparative analysis of video narratives, graphic narratives and text-only narratives.

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Toward an understanding of multimodal narratives in marketing: A comparative analysis of video narratives, graphic narratives and text-only narratives./
作者:	Luna Nevarez, Cuauhtemoc.
面頁冊數:	143 p.
附註:	Source: Dissertation Abstracts International, Volume: 75-01(E), Section: A.
Contained By:	Dissertation Abstracts International75-01A(E).
標題:	Business Administration, Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3574494
ISBN:	9781303511134

Toward an understanding of multimodal narratives in marketing: A comparative analysis of video narratives, graphic narratives and text-only narratives.
Luna Nevarez, Cuauhtemoc.

Toward an understanding of multimodal narratives in marketing: A comparative analysis of video narratives, graphic narratives and text-only narratives. - 143 p.

Source: Dissertation Abstracts International, Volume: 75-01(E), Section: A.

Thesis (Ph.D.)--New Mexico State University, 2013.

This research represents a first attempt to empirically investigate the variables affecting consumers' processing of multimodal narratives and their influence on attitudes, beliefs and actions of the consumer subsequent to processing the narrative. A review of narrative persuasion, multimodal learning, and information processing literature revealed that current models of narrative persuasion are inadequate to explain consumer responses to emergent narrative media. A model for narrative persuasion tools including four variables associated to narrative processing ---narrative transportation, affective response, narrative comprehension, and message comprehension--- was proposed and evaluated through three different narrative media ---video, graphic narrative, and text-only narrative--- in the context of consumer health communication.

ISBN: 9781303511134Subjects--Topical Terms:

1017573
Business Administration, Marketing.

Toward an understanding of multimodal narratives in marketing: A comparative analysis of video narratives, graphic narratives and text-only narratives.
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245 1 0 $a Toward an understanding of multimodal narratives in marketing: A comparative analysis of video narratives, graphic narratives and text-only narratives.
300 $a 143 p.
500 $a Source: Dissertation Abstracts International, Volume: 75-01(E), Section: A.
500 $a Adviser: Elise Pookie Sautter.
502 $a Thesis (Ph.D.)--New Mexico State University, 2013.
520 $a This research represents a first attempt to empirically investigate the variables affecting consumers' processing of multimodal narratives and their influence on attitudes, beliefs and actions of the consumer subsequent to processing the narrative. A review of narrative persuasion, multimodal learning, and information processing literature revealed that current models of narrative persuasion are inadequate to explain consumer responses to emergent narrative media. A model for narrative persuasion tools including four variables associated to narrative processing ---narrative transportation, affective response, narrative comprehension, and message comprehension--- was proposed and evaluated through three different narrative media ---video, graphic narrative, and text-only narrative--- in the context of consumer health communication.
520 $a Specifically, the study used an online experimental design where participants were randomly assigned to one of three different conditions (video, graphic narrative, or text-only narrative). A Type 2 diabetes storyline was used to create the narrative stimuli for each of the narrative conditions. Several measures, including the four main constructs of the conceptual model (narrative transportation, affective response to the narrative, narrative comprehension, and message comprehension) and consumer persuasion outcomes (message persuasion, attitudes toward communication, diabetes risk perception, diabetes knowledge perception, perceived behavioral control, and intention to adopt healthier lifestyle behaviors) were assessed through pre- and posttest surveys.
520 $a Hypothesis testing confirmed that consumer responses to the narrative are directly affected by the four main processes ---narrative transportation, affective response, narrative comprehension, and message comprehension---, which indicates a linear relationship between the four processes and consumer persuasion. Moreover, this research demonstrates that the effects of the four processes on consumer persuasion vary according to the type of narrative used. During graphic narrative processing, consumer persuasion appears to be mostly influenced by both narrative comprehension and narrative transportation. Conversely, in videos, consumer persuasion seems to be mostly influenced by affective response to the narrative. Alternatively, text-only narratives appear to influence consumer persuasion through narrative transportation. Overall, graphic narratives appear to be more effective than videos and text-only narratives in terms of message persuasion, attitudes toward the communication, and intention to adopt healthier lifestyle behaviors.
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