Narrative Transportation in Radio Advertising: A Study of the Effects of Dispositional Traits on Mental Transportation

Zheng, Lu
January 2014
Journal of Radio & Audio Media;Jan2014, Vol. 21 Issue 1, p36
Academic Journal
This study examined the impact of 3 individual traits—namely need for cognition, vivid mental imagery ability, and transportability—on one's psychological transportation and ensuing belief change subsequent to listening to a narrative radio advertisement. The study demonstrated that both vivid mental imagery ability and transportability tend to significantly influence one's degree of transportedness. Moreover, the study showed that a higher degree of transportedness leads to a more potent persuasive impact on one's affective and conative responses to narrative radio advertising.


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