alexa Media transportation and advertising
Social & Political Sciences

Social & Political Sciences

Journal of Mass Communication & Journalism

Author(s): Jing Wang, Bobby J Calder

Abstract Share this page

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.

  • To read the full article Visit
  • Open Access
This article was published in Journal of Consumer Research and referenced in Journal of Mass Communication & Journalism

Relevant Topics

Peer Reviewed Journals
 
Make the best use of Scientific Research and information from our 700 + peer reviewed, Open Access Journals
International Conferences 2017-18
 
Meet Inspiring Speakers and Experts at our 3000+ Global Annual Meetings

Contact Us

 
© 2008-2017 OMICS International - Open Access Publisher. Best viewed in Mozilla Firefox | Google Chrome | Above IE 7.0 version
adwords