Being Hooked by Editorial Content: The Implications for Processing Narrative Advertising

Abstract

Purpose - Examines how the type of editorial content can impinge on consumers` cognitive ability and affect their processing of advertising narratives. \r\nDesign/methodology/approach - Refers to how previous studies have identified the how narratives (story telling) can contribute to advertising effectiveness; suggests that this effectiveness can depend on an individual`s cognitive capacity (involvement). Outlines how advertising literature has determined that the greater the consumer`s involvement in magazine articles and programmes, the less cognitive capacity there will be available for processing subsequent advertising. Presents a number of hypotheses; tests these on data drawn from a between-subjects design experiment.\r\nFindings - Reports how narrative articles can cognitively and affectively involve readers to a higher degree than facts-based articles and that this reduces the cognitive capacity for processing a narrative advertisement.\r\nResearch limitations/implications - Look at how narrative structures affect consumers` cognitive capacity; control both arousal and enjoyment levels; included only editorial content and print advertising; replicate study with television programmes and commercials.\r\nOriginality/value - Provides evidence of how narrative processing imposes high cognitive demands.