Happily Ever After: How Ending Valence Influences Narrative Persuasion in Cautionary Stories. Issue 4 (1st October 2016)

• Record Type: Journal Article
• Authors: Hamby, Anne; Brinberg, David
• Is Part Of: Journal of advertising. Volume 45:Issue 4(2016)
• Page Start: 498
• Page End: 508
• Publication Date: 2016-10-01
• Subjects: Advertising -- Periodicals; Advertising -- Research -- Periodicals; 659.105
• DOI: 10.1080/00913367.2016.1262302
• Languages: English
• ISSNs: 0091-3367

Abstract

Abstract : 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.