TY - JOUR
T1 - Happily Ever After
T2 - How Ending Valence Influences Narrative Persuasion in Cautionary Stories
AU - Hamby, Anne
AU - Brinberg, David
N1 - Publisher Copyright:
Copyright © 2016, American Academy of Advertising.
PY - 2016/10/1
Y1 - 2016/10/1
N2 - Narratives are a persuasive platform that evokes processing distinct from other message formats. Story-ending valence is a component common to all stories and can influence how individuals respond to and are persuaded by the story. The current work examines how ending valence of a cautionary story, a popular type of narrative that delivers a warning to the audience, influences story-consistent beliefs through a process of global reflection or understanding of the overall story message. Across three studies, we find a positive story ending enhances reflection on the message meaning and, subsequently, enhances story-consistent beliefs.
AB - Narratives are a persuasive platform that evokes processing distinct from other message formats. Story-ending valence is a component common to all stories and can influence how individuals respond to and are persuaded by the story. The current work examines how ending valence of a cautionary story, a popular type of narrative that delivers a warning to the audience, influences story-consistent beliefs through a process of global reflection or understanding of the overall story message. Across three studies, we find a positive story ending enhances reflection on the message meaning and, subsequently, enhances story-consistent beliefs.
UR - http://www.scopus.com/inward/record.url?scp=85003918764&partnerID=8YFLogxK
UR - https://doi.org/10.1080/00913367.2016.1262302
U2 - 10.1080/00913367.2016.1262302
DO - 10.1080/00913367.2016.1262302
M3 - Article
AN - SCOPUS:85003918764
SN - 0091-3367
VL - 45
SP - 498
EP - 508
JO - Journal of Advertising
JF - Journal of Advertising
IS - 4
ER -