Previous research suggests that narrative engagement (NE) in entertainment-education (E-E) narratives reduces counterarguing, thereby leading to E-E impact on behavior. It is, however, unclear how different NE processes (narrative understanding, attentional focus, emotional engagement, narrative presence) relate to different thought types (negative or positive; about the narrative form or about the target behavior) and to E-E impact. This study explores these relations in the context of alcohol binge drinking (BD). Participants (N = 172) watched an E-E narrative showing negative BD consequences, thereby aiming to discourage BD. The main findings were that the E-E narrative had a positive impact on discouraging BD on almost all assessed BD determinants such as beliefs and attitude. It was shown that attentional focus, emotional engagement, and narrative presence were associated with BD-discouraging impact, albeit on different BD-related determinants. No evidence was found that negative thoughts about BD mediated these associations. From this, we conclude that attentional focus, emotional engagement, and narrative presence were important for E-E impact but that negative thoughts about BD did not play a role therein. The study’s empirical and practical implications are discussed.
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The present study was to further the understanding of the conceptual relationship between narrative absorption, that is the intense engagement with a story world, and felt suspense, that is the anticipation of a narrative outcome event. To this end, a media comparative online experiment was conducted with a 2 (Media format: film vs. Literature) × 2 (Suspense structure: diegetic vs. Non-diegetic delay) × 2 (Stories) between subject design. Results revealed a complex relationship among felt suspense, attention, emotional engagement, and transportation, showing the high importance of attention in felt suspense, and the moderating effect of media format and gender. Findings indicate that non-diegetic suspense delay unlike diegetic suspense decreases felt suspense and narrative absorption independently of media format.
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As the fourth industrial revolution unfolds and the use of digital humans becomes more commonplace, understanding digital humans' potential to replace real human interaction or enhance it, particularly in storytelling marketing contexts, is becoming evermore important. To promote interaction and increase the entertainment value of technology-enhanced storytelling marketing, brands have begun to explore the use of augmented digital humans as storytelling agents. In this article, we examine the effectiveness of leveraging advanced technologies and delivering messages via digital humans in storytelling advertisements. In Study 1, we investigate the effectiveness of narrative transportation on behavioral responses after exposure to an interactive augmented reality mobile advertisement with a digital human storyteller. In Study 2, we compare how consumers respond to augmented digital human versus real human storytelling advertisements after conducting an exploratory neurophysiological electroencephalography study. The findings show that both types of agents promote narrative transportation when the story fits the product well. Moreover, a digital human perceived as more human-like elicits stronger positive consumer responses, suggesting an effective new approach to storytelling marketing.
In the small village of Nuenen in the Netherlands, Vincent van Gogh, the legendary artist, resided with his parents for two years in the late 19th century. Today, visitors can literally walk in Vincent’s footsteps and hear stories about that period of his life. There is also a renovated indoor museum in the village showcasing many beautiful and inspiring objects.We carefully studied the visitor experience over two rounds of data collection: one in 2018 and another in 2023 after the museum's renovation. In the second round, 40 students from Breda University of Applied Sciences were invited to spend a day in Nuenen. The participants, aged mostly between 20 and 30 years, came from the Netherlands and 16 other countries. None of them had visited the previous museum setup in Nuenen, although two-thirds had visited at least one other Vincent-centered attraction or had researched Vincent and his life prior to the visit.During their visit, research participants were tracked using Bluetooth beacons (indoors) and GPS tracking (outdoors), while wearing wristbands that measured their level of emotional engagement in real time. They toured the museum and the village and provided feedback on their experience through questionnaires administered before and after the visit.The results of the research showed that visitors were emotionally touched at certain stops of the tour more than others, enjoyed interacting with specific elements in the museum, and spent more time in particular areas of the museum. Most participants could vividly imagine themselves back in the days (narrative transportation), felt closer to Nuenen residents as a result of the visit, and generally found the visit to be quite meaningful. Learning and self-expansion were high, with some visitors even finding the visit transformative, leading to changes in attitude, behavior, and identities. We also found a strong correlation between these measures and the Net Promoter Score (NPS). Recommendations and emotion maps were presented to the museum as they continue to refine their visitor experiences.Research carried out for Van Gogh Village Museum Nunen.
