Empathy and Narrative Ad

Empathy, emotional responses taking the feelings of the observed target, has been investigated as one of powerful variables which influence on persuasion of narrative advertising. Within the context, the present study discovered two narrative ad message factors (plot type & message sensation value) and measured moderating effects between the two factors on empathy. With eight 30-seconds duration TV ads, the experimental method (2 (plot type: product-centered vs. non-product-centered) X 2 (MSV: high vs. low)) factorial design) was performed. The notable findings were that narrative ad plot with a product-centered-role would activated ad viewers’ persuasion knowledge (skeptical inferencing), then resulted in low level of empathy responses. However, using high level of message sensation value (e.g., change of shots, zoom in, sound effect) mitigated the negative effects of product-centered plot (significant moderating effect) with stealing their cognitive resources. More theoretical explanations and implications for advertising research and production field are discussed.