... in narrative transportation, and how these stages of narrative transportation are ordered temporally. Design/methodology/approach Consumers took part in an EEG experiment during which they were shown four different narrative videos to identify brain response during specific video segments. Findings...

...Stefania Farace; Tom van Laer; Ko de Ruyter; Martin Wetzels Purpose This paper aims to assess the effect of narrative transportation, portrayed action and photographic style on viewers’ likelihood to comment on posted consumer photos. Design/methodology/approach Integrating visual semiotics...

... for future research in this area of marketing theory. Daydreams Experience-taking Imagination Mental simulation Narrative transportation Self-referencing It is a bit surprising then, that a field like marketing, which relies so heavily on consumer imagination, rarely uses the word...