Master Thesis Online
The role of products in narrative advertising and their impact on consumer behavior
Horguelin, Antoine 
Promoteur(s) :
Dessart, Laurence
Date de soutenance : 2-sep-2020/8-sep-2020 • URL permanente : http://hdl.handle.net/2268.2/10228
Détails
| Titre : | The role of products in narrative advertising and their impact on consumer behavior |
| Titre traduit : | [fr] Le rôle des produits dans la publicité narrative et leur impact sur le comportement du client |
| Auteur : | Horguelin, Antoine
|
| Date de soutenance : | 2-sep-2020/8-sep-2020 |
| Promoteur(s) : | Dessart, Laurence
|
| Membre(s) du jury : | Hosay, Nathalie
Barbosa de Sousa, Patrick
|
| Langue : | Anglais |
| Nombre de pages : | 114 |
| Mots-clés : | [en] Narrative advertising [en] Products [en] Consumer behavior [en] Transportation [en] Empathy |
| Discipline(s) : | Sciences économiques & de gestion > Marketing |
| Public cible : | Chercheurs Etudiants |
| Institution(s) : | Université de Liège, Liège, Belgique |
| Diplôme : | Master en sciences de gestion, à finalité spécialisée en international strategic marketing |
| Faculté : | Mémoires de la HEC-Ecole de gestion de l'Université de Liège |
Résumé
[en] Narrative advertising can adopt two different forms: one which features a product, and one
which does not. However, when investigating the subject, the distinction is hardly ever made
among scholars. Products are taken for granted in the definitions of narrative advertising,
even though there are numerous examples of narrative ads featuring no products whatsoever.
This research aims at isolating the effect of the presence of products in narrative
advertising. The impact of product perception on consumer behavior and its consequence on
general narrative advertising response is also examined.
To this end, an online survey that featured two narrative advertising stimuli (one with a
product, and one without it) gathered 202 participants. Results indicate that products do not
carry a significant impact on narrative advertising processing. However, a clear trend in the
data show that product perception could potentially impede the narrative processing of
customers, thus worsening the impact of narrative advertising as a whole.
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