“Narrative Structure: Plot and Emotional Responses ...



“Narrative Structure: Plot and Emotional Responses” (Jennifer Escalas, Barbara Stern)

Abstract

The chapter reviews relevant narrative theories, applies them to the advertising context, and presents a study that tests the influence of narrative structure on emotional responses. Findings indicate that well-developed narrative structure affects the positive emotional responses of warm and upbeat feelings. The effects are mediated by sympathy, an emotional state in which a viewer is aware of another's feelings, and empathy, a state in which a viewer shares another's feelings. Empathy signifies a higher degree of absorption in the narrative, and thus elicits stronger responses than does sympathy.

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