Author Date

2020-03-09

Degree Name

Department

Management

College

Marriott School of Management

Defense Date

2020-03-09

Publication Date

2020-03-18

First Faculty Advisor

Jeff Larson

First Faculty Reader

Darron Billeter

Honors Coordinator

Mark Hansen

Keywords

narrative transportation, consumer behavior, purchase behavior

Abstract

We investigate whether narrative transportation can have an effect, not only on beliefs and purchase intentions, but on purchase behavior. Participants watch a video related to digital assistants and choose whether to enter a drawing for their choice of a digital assistant or a gift card; we hypothesize that those whose transportation is inhibited will be less likely to choose the digital assistant. We successfully inhibit transportation in the pretest, but do not see similar results in the study and are thus unable to determine if there is an effect on behavior.