The Effect of Narrative Advertising on Affective Attitude

Abstract

Among various fashion products, this study focuses on walking shoes to examine the moderating effect of narrative advertising to understand how product designs impact affective attitudes. An experiment was conducted to compare narrative and non-narrative advertising. The results indicate that the product design quality positively impacts the affective attitude in non-narrative advertising and has no such impact in narrative advertising. They also indicate that the affective attitude generated by narrative advertising, even with low design quality, is comparable to that generated by non-narrative advertising for products with high design quality. Thus, narrative advertising may be an effective marketing communication method when it is difficult to differentiate the design quality.