Original paper
The Effect of Affect: An Appraisal Theory Perspective on Emotional Engagement in Narrative Persuasion
Abstract
Most recent research examining the influence of story-based advertisements on persuasion leverages theories of narrative and character involvement. These theories emphasize emotional engagement as key to stories’ persuasive influence. Researchers who build on these theories tend to assume that an audience will experience the emotions depicted by a focal character and examine emotional engagement with respect to intensity (i.e., amount of emotion...
Paper Details
Title
The Effect of Affect: An Appraisal Theory Perspective on Emotional Engagement in Narrative Persuasion
Published Date
Nov 9, 2021
Journal
Volume
51
Issue
1
Pages
116 - 131
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Notes
History