Storytelling Ads, Narrative Transportation, Retrospective Reflexivity, and Attitude Towards Brands: Role of Independent Versus Interdependence Self‐Construal

ABSTRACT This study investigates the relationships between different types of storytelling ads, narrative transportation, retrospective reflexivity, and attitude toward the brand, along with the moderating role of independent and interdependent self‐construal. To this end, using a mixed‐methods approach, we conduct three experimental studies, one survey‐based study, and one field study with a representative sample of US participants. The findings reveal that narrative transportation and retrospective reflexivity mediate the relationship between different types of storytelling ads and attitudes toward the brand. We also find that audiences high on independent (vs. interdependent) self‐construal have a more positive attitude towards storytelling ads narrated by brand owners (vs. customers). The findings contribute to the narrative transportation theory and provide meaningful managerial implications for marketers, brand owners, companies, and advertising professionals.