Effects of Narrative vs. Non-narrative Message on Attitudes and Memory: Comparison of Implicit and Explicit Attitude Measures

Kim, Dae-Young; Chen, Zhijian

Publication:
Effects of Narrative vs. Non-narrative Message on Attitudes and Memory: Comparison of Implicit and Explicit Attitude Measures

dc.contributor.author	Kim, Dae-Young
dc.contributor.author	Chen, Zhijian
dc.contributor.department	University of Missouri - Columbia
dc.contributor.department	University of Toronto
dc.coverage.temporal	2010-07-30T11:15:00-07:00
dc.coverage.temporal	2010-07-30T10:15:00-07:00
dc.date	2023-09-22T20:42:52.000
dc.date.accessioned	2024-04-26T20:12:39Z
dc.date.available	2024-04-26T20:12:39Z
dc.date.issued	2010-07-30
dc.description.abstract	With the presumption that reading narratives helps to transform information search into a pleasant experience, an increasingly wide range of applications of narrative techniques has been developed in marketing and communication fields. This research explores the effects of narrative messages by employing two different types of attitude measures (i.e., explicit vs. implicit). The results of the study show that there are no statistical mean differences of between narrative and non-narrative messages in term of attitudes, but message effects are significant in short-term memory. This study is anticipated to have the potential to enhance our understanding of implicit and explicit attitudes, and measurement of the effects of narrative and non-narrative messages.
dc.identifier.uri	https://hdl.handle.net/20.500.14394/42458
dc.relation.url	https://scholarworks.umass.edu/cgi/viewcontent.cgi?article=1530&context=refereed&unstamped=1
dc.source.status	published
dc.subject	Information and Communication Technologies and Information Systems Marketing Tourism
dc.subject	Narrative
dc.subject	non-narrative
dc.subject	implicit/explicit attitudes
dc.subject	memory
dc.subject	implicit association test (IAT).
dc.title	Effects of Narrative vs. Non-narrative Message on Attitudes and Memory: Comparison of Implicit and Explicit Attitude Measures
dc.type	pap_emp
dc.type	event
digcom.contributor.author	isAuthorOfPublication\|email:kimdae@missouri.edu\|institution:University of Missouri - Columbia\|Kim, Dae-Young
digcom.contributor.author	isAuthorOfPublication\|email:davidzj.chen@utoronto.ca\|institution:University of Toronto\|Chen, Zhijian
digcom.identifier	refereed/CHRIE_2010/Friday/9
digcom.identifier.contextkey	1117414
digcom.identifier.submissionpath	refereed/CHRIE_2010/Friday/9
dspace.entity.type	Publication