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1 2013, Vol. 21, No. 6, Advances in Psychological Science DOI: /SP.J * 叙事传输的说服机制 (, ) 叙事传输是人们沉浸在故事情景中的独特心理过程, 也是故事信息特有的说服机制叙事传输会使决策者产生与现实世界脱离的感觉, 体验到强烈的情绪, 然后对故事产生认同, 改变态度本文在界定叙事加工叙事传输等理论概念基础上, 重点比较叙事传输与分析加工的差异, 认为两者在信息内容组织作用途径判断逻辑认知努力及问题距离上都有区别进一步研究叙事传输与分析加工自我控制情景决策等理论领域的关系具有重要价值叙事加工 ; 叙事传输 ; 态度 B849:C93,,,, 20,, Petty, Cacioppo Schumann (1983) (Elaboration Likelihood Model),,,,,,, : * ( ) :, yanjin@zju.edu.cn (Green & Brock, 2000) 10,, ; 1 叙事加工 (Narrative Processing),, (Adaval & Wyer, 1998; Bruner, 1986; Peracchio & Escalas, 2008; Schank, 1995) (Bruner, 1986) (Narrative), 1125

逻辑认知努力及问题距离上都有区别进一步研究叙事传输与分析加工自我控制情景决策等理论领域的关系具有重要价值叙事加工 ; 叙事传输 ; 态度 B849:C93,,,, 20,, Petty, Cacioppo Schumann (1983) (Elaboration

2 , Escalas (2004b), 这真是一个很困难的决策过程以前我有一辆本田思域, 我也很喜欢那辆车但是我们有了两个孩子, 我觉得本田思域不够安全于是, 我做了很多调查, 在网上进行了搜索, 查阅相关资料, 然后征求了两个朋友的意见他们说, 帕萨特是那个级别的车中最安全的我对这个选择也很满意, 它对孩子们来说是安全的, 它有 8 个气囊拥有一辆帕萨特是一个明智的选择, 这也说明了我是明智的,,,,,, ( ) ( ), ( ), ( ), ( ) (Narrative Processing) Bruner (1986) (1), (2),, 2 叙事传输 (Narrative Transportation) Gerrig (1993) (Transportation), 某个人 ( 旅行者 ) 被传输了, 指的是通过一定方式, 达到传输状态这个旅行者离开真实世界一定距离, 使得原来世界的某些东西不可触及当旅行者回到真实世界时, 一些东西已经发生了改变 (pp ),,, Gerrig (1993), Green Brock (2000), ;, 3 (1),,,,,, (2) (Green, 2008),,, (3)

), ( ) (Narrative Processing) Bruner (1986) (1), (2),, 2 叙事传输 (Narrative Transportation) Gerrig (1993) (Transportation), 某个人 ( 旅行者 ) 被传输了, 指的是通过一定方式, 达到传输状态这个旅

3 6 : 1127,,,,, ; (,,, 2011; Green, 2006; Escalas, 2007) Gerrig (1993), Green Brock (2000) 15, 4,, 8 ;, 3 ; 4,, Escalas (2004a) 3,, Wang Calder (2009) 7 Busselle Bilandzic (2009) (Narrative Engagement) (Narrative Understanding) (Attentional Focus) (Emotional Engagement) (Narrative Presence),, ;, ; ;,,, 3 叙事传输相关的理论概念, (1) (Involvement) Johnson Eagly (1989),,,,,,, (Green & Brock, 2000), (Busselle & Bilandzic, 2009) (2) (Identification),, (Cohen, 2001),, Cohen,,

(Attentional Focus) (Emotional Engagement) (Narrative Presence),, ;, ; ;,,, 3 叙事传输相关的理论概念, (1)

4 ,,,,,,,,, (3) (Flow) (Flow), ;,,, (Csikszentmihalyi, 1990),, (Green & Brock, 2000),, (Busselle & Bilandzic, 2008), (4) (Presence) (Gerrig, 1993),, (Biocca, 2002; Lee, 2004) 4 叙事传输与分析加工的作用机制,, (Central Route) ( ),, (Peripheral Route),, (Petty et al., 1983), (Analytical Elaboration), (Nielsen & Escalas, 2010) (Bruner, 1986),, (1),,, ;,, (2),

2004) 4 叙事传输与分析加工的作用机制,, (Central Route) ( ),, (Peripheral Route),, (Petty et

5 6 : 1129 (Petty et al., 1983) (Green & Brock, 2000),, (3),,,,,,,,,,, (4),, (Csikszentmihalyi, 1990),,,,, (5),,,,,,, (Liberman & Trope, 2008),,,,,, 1 信息内容组织作用途径表 1 分析加工和叙述传输的区别分析加工一个时间点上的信息截面 ; 信息加工是聚合过程根据自身能力意愿, 整合信息证据, 形成观点判断叙事传输一段时间内的信息流 ; 信息加工是分散过程消除负面认知反应 ; 真实的经历体验 ; 强烈的情感反应判断逻辑真逻辑伪逻辑认知努力问题距离中心路径需要认知努力, 边缘路径认知努力程度低远距离客观评估决策 5 叙事传输效果的影响因素不需要认知努力近距离体验决策情景, (1) (Escalas, 2007),, Green Brock (2000),, (Nielsen & Escalas, 2010)

分析加工和叙述传输的区别分析加工一个时间点上的信息截面 ; 信息加工是聚合过程根据自身能力意愿, 整合信息证据, 形成观点判断叙事传输一段时间内的信息流 ; 信息加工

6 (2) (Green, 2004; Vaughn, Hesse, Petkova, & Trudeau, 2009),,, (McFerran, Dahl, Gorn, & Honea, 2010); (Escalas, 2007) (2011) (3) Green, Brock Kaufman (2004),, Gerrig (1993),, (Mental Simulation) (, 2011; Escalas, 2004a) (Escalas, 2007) 6 叙事传输的未来研究, Petty (1983),,, (Kahneman, 2011),, (Counterargument), Wheeler, Briñol Hermann (2007),,,,, (Hamilton, Vohs, Sellier, & Meyvis, 2011; Vohs et al., 2008) Wheeler, Briñol Hermann (2007),, Wan Agrawal (2011),,, (Choice in Context), (Simonson & Tversky, 1992)

未来研究, Petty (1983),,, (Kahneman, 2011),, (Counterargument), Wheeler, Briñol Hermann (2007),,,,, (Hamilton, Vohs, Sellier, &

7 6 : 1131,,, 姚卿, 陈荣, 赵平. (2011). 自我构念对想象广告策略的影响与分析. 心理学报, 43(6), Adaval, R., & Wyer, R. S., Jr. (1998). The role of narratives in consumer information processing. Journal of Consumer Psychology, 7(3), Biocca, F. (2002). The evolution of interactive media. Toward being there in non-linear narrative worlds. In M. C. Green, J. J. Strange & T. C. Brock (Eds.), Narrative impact: Social and cognitive foundations (pp ). Mahwah, NJ: Erlbaum. Bruner, J. S. (1986). Actual minds, possible worlds. Cambridge, MA: Harvard University Press. Busselle, R., & Bilandzic, H. (2008). Fictionality and perceived realism in experiencing stories: A model of narrative comprehension and engagement. Communication Theory, 18(2), Busselle, R., & Bilandzic, H. (2009). Measuring narrative engagement. Media Psychology, 12(4), Cohen, J. (2001). Defining identification: A theoretical look at the identification of audiences with media characters. Mass Communication and Society, 4(3), Csikszentmihalyi, M. (1990). Flow: The psychology of optimal experience. New York: Harper & Row. Escalas, J. E. (2004a). Imagine yourself in the product: Mental simulation, narrative transportation, and persuasion. Journal of Advertising, 33(2), Escalas, J. E. (2004b). Narrative processing: Building consumer connections to brands. Journal of Consumer Psychology, 14(1-2), Escalas, J. E. (2007). Self-referencing and persuasion: Narrative transportation versus analytical elaboration. Journal of Consumer Research, 33(4), Gerrig, R. J. (1993). Experiencing narrative worlds. New Haven, CT: Yale University Press. Green, M. C. (2004). Transportation into narrative worlds: The role of prior knowledge and perceived realism. Discourse Processes, 38(2), Green, M. C. (2006). Narratives and cancer communication. Journal of Communication, 56, S163 S183. Green, M. C. (2008). Research challenges in narrative persuasion. Information Design Journal, 16(1), Green, M. C., & Brock, T. C. (2000). The role of transportation in the persuasiveness of public narratives. Journal of Personality and Social Psychology, 79(5), Green, M. C., Brock, T. C., & Kaufman, G. F. (2004). Understanding media enjoyment: The role of transportation into narrative worlds. Communication Theory, 14(4), Hamilton, R., Vohs, K. D., Sellier, A. -L., & Meyvis, T. (2011). Being of two minds: Switching mindsets exhausts self-regulatory resources. Organizational Behavior and Human Decision Processes, 115(1), Johnson, B. T., & Eagly, A. H. (1989). Effects of involvement on persuasion: A meta-analysis. Psychological Bulletin, 106(2), Kahneman, D. (2011). Thinking, fast and slow. New York: Farrar, Straus and Giroux. Lee, K. M. (2004). Presence, explicated. Communication Theory, 14(1), Liberman, N., & Trope, Y. (2008). The psychology of transcending the here and now. Science, 322(5905), McFerran, B., Dahl, D. W., Gorn, G. J., & Honea, H. (2010). Motivational determinants of transportation into marketing narratives. Journal of Consumer Psychology, 20(3), Nielsen, J. H., & Escalas, J. E. (2010). Easier is not always better: The moderating role of processing type on preference fluency. Journal of Consumer Psychology, 20(3), Peracchio, L. A., & Escalas, J. E. (2008). Tell me a story: Crafting and publishing research in consumer psychology. Journal of Consumer Psychology, 18(3), Petty, R. E., Cacioppo, J. T., & Schumann, D. (1983). Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of Consumer Research, 10(2), Schank, R. C. (1995). Tell me a story: Narrative and intelligence. Evanston, IL: Northwestern University Press. Simonson, I., & Tversky, A. (1992). Choice in context: Tradeoff contrast and extremeness aversion. Journal of

), Narrative impact: Social and cognitive foundations (pp. 97 130). Mahwah, NJ: Erlbaum. Bruner, J. S. (1986). Actual minds, possible worlds. Cambridge, MA: Harvard University Press. Busselle, R.

8 Marketing Research, 29(3), Vaughn, L. A., Hesse, S. J., Petkova, Z., & Trudeau, L. (2009). This story is right on: The impact of regulatory fit on narrative engagement and persuasion. European Journal of Social Psychology, 39(3), Vohs, K. D., Baumeister, R. F., Schmeichel, B. J., Twenge, J. M., Nelson, N. M., & Tice, D. M. (2008). Making choices impairs subsequent self-control: A limited-resource account of decision making, self-regulation, and active initiative. Journal of Personality and Social Psychology, 94(5), Wan, E. W., & Agrawal, N. (2011). Carryover effects of self-control on decision making: A construal-level perspective. Journal of Consumer Research, 38(1), Wang, J., & Calder, B. J. (2009). Media engagement and advertising: Transportation, matching, transference and intrusion. Journal of Consumer Psychology, 19(3), Wheeler, S. C., Briñol, P., & Hermann, A. D. (2007). Resistance to persuasion as self-regulation: Ego-depletion and its effects on attitude change processes. Journal of Experimental Social Psychology, 43(1), Persuasion by Narrative Transportation YAN Jin; YANG Shanshan (School of Management, Zhejiang University, Hangzhou , China) Abstract: Described as absorption into a story, narrative transportation is a distinct mental process and a peculiar mechanism by which people are persuaded by stories. Decision-makers who are transported by stories feel as if they were separated from the real world, experienced strong spontaneous emotion, which can be identified to the stories. Finally, their attitudes changed after transportation even though they stepped back into the real world. After reviewing the concepts of narrative processing, narrative transportation and related theories, we compared the distinction between narrative transportation and analytical elaboration by aspects of information organization, approach to persuade, logic for judgment, cognitive effort and distance to decision problems. There are important theoretical and practical implications for further research on the topic of attitude change in stories, such as narrative transportation, analytical elaboration, self-control and choice in context. Key words: narrative processing; narrative transportation; attitude

Making choices impairs subsequent self-control: A limited-resource account of decision making, self-regulation, and active initiative. Journal of Personality and Social Psychology, 94(5), 883 898.

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