Year: 2011
Type: article
Abstract: The Repetition-Break plot structure, which capitalizes on how people learn through drawing comparisons, generates persuasive narratives.In two experiments, we show that television advertisements using the Repetition-Break plot structure are persuasive, leading to higher brand attitudes and purchase intentions than ads with alternative structures.This effect is partly attributable to comparison-induced surprise.Thus, we have evidence that a theoretically explainable and generic plot structure not only makes for interesting stories, it also makes those stories effective for persuasion.
Language: English
Topic: Media Influence and Health
Subfield: Communication
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
Funder: University of Texas at Austin
OpenAlex ID: W2188947534