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Dr Tom van Laer nominated for MOAward

Dr Tom van Laer, Senior Lecturer in Marketing at Cass Business School nominated for an MOAward.

Dr Tom van Laer, storytelling scholar and Senior Lecturer in Marketing at Cass Business School, has been nominated for an MOAward for Science.

Dr Tom van LaerDr van Laer has been nominated for his paper, ‘The extended transportation-imagery model: a meta-analysis of the antecedents and consequences of consumers’ narrative transportation’ (Tom van Laer, Ko de Ruyter, Luca M. Visconti, & Martin Wetzels (2014) published in the Journal of Consumer Research.

The paper explores what kinds of stories allowed consumers to mentally enter a story, a phenomenon called “narrative transportation.” The authors also wondered which kinds of consumers were more likely to identify with the narratives. They reviewed articles written in five different languages that dealt with the theme of narrative transportation and tested consumer reactions to those stories.

They found that consumers were most likely to engage with realistic stories with identifiable characters and plots that easily lead to mental imagery. They also identified five characteristics that made participants more able to be transported: familiarity, attention, ability to fantasize, higher education, and female gender.

The MOA is the Dutch Centre for Information Based Decision Making & Marketing Research and the prize is awarded annually to an article that appeared in the yearbook of the MOA in the previous year, or published in an academic journal in the field of marketing.

For more information about the awards please visit: http://www.moawards.nl/

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