Join us in congratulating assistant professor of marketing Dr. Jamie Grigsby on her feature story in the 2024 issue of Mind’s Eye magazine.
She researches how and why consumers experience narrative transportation (being completely absorbed in a story) through single-image ads depicting movement.
Congratulations Dr. Grigsby
The full story is now available online.
Excerpt:
Have you ever settled down with a book in the afternoon, looked up, noticed you haven’t moved all day, and now it’s time for dinner?
Narrative transportation is the result of a book you cannot put down. It’s the process where you start to relate to the character, imagine the setting and wonder: what will happen next?
Can you experience that same feeling through advertisements?
Marketers incorporate narrative transportation into their advertising to connect and persuade their consumers.
Researchers have explored narrative transportation in many different mediums, but little research has been done on single images used for social media or print ads.
Is it possible to tell a compelling story with a single static image?
This question drives Dr. Jamie Grigsby to research if single-image ads depicting movement result in consumers experiencing narrative transportation.