近日，金融系于明哲副教授团队论文Telling more or less? The impact of blank-leaving narrative style on story immersion and brand attitude在Journal of Product & Brand Management 2024年第33卷正式发表。Journal of Product & Brand Management是伟德BETVLCTOR1946认定的A2期刊，也是经济与商科ESI入选期刊。

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内容摘要

Abstract

Purpose

Brand storytelling is an effective marketing tool. However, when choosing whether to tell more or tell less, it remains unclear which of these two narrative styles is most effective. This study aims to examine whether blank-leaving(less) leads to favourable brand attitudes and compares its effects on consumers’ story immersion, to non-blank-leaving(more).

Design/methodology/approach

Two experiments were conducted to test the hypotheses. In Study 1, a single-factorial design was used with 252 participants assigned at random to one of two narrative conditions: blank-leaving or non-blank-leaving. Study 2 replicated Study 1 and investigated the moderating role of implicit mindsets.

Findings

The results show that a blank-leaving narrative style increases favourable brand attitudes. Consumers present deeper immersion in the brand story that uses blank-leaving, as compared to non-blank-leaving, leading to a more favourable brand attitude. Furthermore, this effect is stronger for individuals with growth mindsets.

Practical implications

Telling the brand story using a blank-leaving narrative style is more effective in catching consumers’ attention than non-blank-leaving. In particular, a blank-leaving narrative is a good approach for targeting consumers who have a growth mindset.

Originality/value

To the best of the authors’ knowledge, this research is the first to investigate and compare the effects of blank-leaving and non-blank-leaving narrative styles on brand attitudes in the context of storytelling marketing.

研究背景

品牌叙事是一种有效的营销工具，但是在选择更多还是更少的叙事方式时，仍然不清楚哪种叙事方式更有效。这项研究旨在探讨留白（更少）是否会导致更有利的品牌态度，并将其与非留白（更多）的影响进行比较。

研究内容

我们进行了两项实验来测试假设。在第一项研究中，我们采用单因素设计，将252名参与者随机分配到两种叙事条件中：留白或非留白。第二项研究复制了第一项研究并探讨了内隐心态的调节作用。结果表明，留白的叙事方式增加了有利的品牌态度。消费者对使用留白的品牌故事表现出更深入的沉浸感，相比于非留白的品牌故事，形成了更有利的品牌态度。此外，这种效应对于具有成长心态的个体更为强烈。

研究意义

使用留白的叙事方式讲述品牌故事比非留白更能吸引消费者的注意力，特别是针对具有成长心态的消费者。此项研究是第一次在品牌叙事营销的背景下研究和比较留白和非留白的叙事方式对品牌态度的影响，具有较强的创新意义和研究价值。

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作者简介

于明哲，伟德BETVLCTOR1946金融系副教授，硕士生导师。博士毕业于中央财经大学，主要研究方向为财政金融风险、金融科技、机器学习与复杂网络分析等。在《经济研究》《管理科学学报》《中国软科学》《国际金融研究》，International Review of Financial Analysis，Finance Research Letters等期刊发表多篇论文。主持主持国家自然科学基金青年项目、北京市“十四五”教育科学规划项目，参与科技部“十四五”国家重点研发计划项目、国家社会科学基金重大项目等。

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原文链接

https://www.emerald.com/insight/content/doi/10.1108/JPBM-04-2023-4449/full/html