Transported through Time: The Narrative Processing of Experiential Purchases

Consumer research has demonstrated that narrative and analytical processing are different styles of information processing. However, an enduring question is when do consumers engage in narrative processing? We propose that consumers are more likely to engage in narrative processing when they face an experiential purchase decision rather than a material purchase decision. Narrative transportation, a consequence of narrative processing, thus becomes a critical element for persuasion in the context of experiences, more than in the context of material products. Additionally, factors that inhibit narrative thought, such as marketing communications that include an inconsistency or reduce character identification, lower narrative transportation and harm the evaluations of experiential purchase decisions but not material purchase decisions. Two preliminary studies plus three experiments offer support for our theorizing.