Are Dark and Frightening Story Worlds Inspirational? An Analysis of the Narrative Persuasion Process

Kerstin Barth-Strieder, Johannes Gutenberg University, Germany
Frank Huber, Johannes Gutenberg University, Germany
Applying the widely accepted use of fear-appeals, we uncover the direct and indirect workflows of threatening narratives arousing story-related pros-social and health-conscious consumer reflections. Thus, we verify the debated importance of fear in terms of persuasion and contribute to the understanding of narrative persuasion mechanisms, whilst respecting main personality traits.
[ to cite ]:
Kerstin Barth-Strieder and Frank Huber (2017) ,"Are Dark and Frightening Story Worlds Inspirational? An Analysis of the Narrative Persuasion Process", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 520-524.