Marriott School of Management
First Faculty Advisor
First Faculty Reader
narrative transportation, consumer behavior, purchase behavior
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.
BYU ScholarsArchive Citation
Samuelsen, Bryan, "RISING ACTION: THE EFFECT OF NARRATIVE TRANSPORTATION ON CONSUMER PURCHASE BEHAVIOR" (2020). Undergraduate Honors Theses. 134.