“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.