alexa Media transportation and advertising
Social & Political Sciences

Social & Political Sciences

Journal of Mass Communication & Journalism

Author(s): Jing Wang, Bobby J Calder

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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.

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This article was published in Journal of Consumer Research and referenced in Journal of Mass Communication & Journalism

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