Do stories (always) make food products taste better? The boundary effects of matching package type and product dimension

Jaud, David A.; Braconnot, Alexandra R.; Lunardo, Renaud

doi:10.1002/cb.2207

Cited by 2 publications

(2 citation statements)

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“…Flow is a broader concept that can appear in a multitude of tasks (Csikszentmihalyi, 1990), whereas immersion is mainly a response to aesthetic or visual elements (Phillips and Edward, 2010). Narrative transportation has its roots in a story with a plot and characters (Jaud et al , 2023; Van Laer et al , 2014), and in the context of storytelling, it is the mechanism that connects gamification with the online customer experience.…”

Section: Conceptual Background and Hypotheses Developmentmentioning

confidence: 99%

“…Scholars have demonstrated the positive cognitive and affective effects resulting from narrative transportation induced by stories (Feng, 2018). The concept of narrative transportation itself represents an immersive experience, as consumers undergoing this process become fully engrossed within the story (Jaud et al, 2023). As regards information, stories that effectively transport individuals stimulate increased cognitive engagement (Kaczorowska et al, 2023) and are likely to facilitate mental imagery (Weber and Grauer, 2019).…”

Section: The Mediating Role Of Narrative Transportationmentioning

confidence: 99%

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Once upon a game: boosting brand storytelling through gamification

Vega,

Camarero

2024

JPBM

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Purpose The purpose of this study is to explore the impact of gamifying brand storytelling on user immersion in the brand narrative, a concept referred to as “narrative transportation”. The aim is to comprehend how transportation influences users’ experience and their responses to the brand, with particular focus on brand attitude and WOM. The study also explores the role of interactivity in brand storytelling and its effects on transportation and user engagement. Design/methodology/approach Four experiments were conducted to sequentially test the proposed hypotheses. Each experiment involves ad hoc gamified brand stories for different product categories (wine, museum, glasses and frozen fruit). Findings Findings indicate that including gamification elements in brand stories heightens narrative transportation and enhances the information obtained by users as well as their entertainment. Users thus respond more positively to the brand in terms of attitude and WOM. The study also reveals that high levels of interactivity in the game may actually decrease narrative transportation in the story, although this is offset by the perception of greater entertainment. Originality/value This research contributes to current understanding of brand storytelling and its impact on branding. It highlights the importance of offering users a gamified experience that can provide them with information about the brand whilst also offering them entertainment. The results also hold implications for gamification literature by emphasizing the need to ensure a balance between game and story vis-à-vis enhancing the impact of gamified storytelling on brand response.

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Section: Conceptual Background and Hypotheses Developmentmentioning

confidence: 99%

Section: The Mediating Role Of Narrative Transportationmentioning

confidence: 99%

Once upon a game: boosting brand storytelling through gamification

Vega,

Camarero

2024

JPBM

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Impact of Content-Driven Online Sensory Marketing on Customers Food-Buying Intentions

Paramasivam,

Thomas,

Saxena

et al. 2024

Advances in Business Strategy and Competitive Advantage

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The chapter explores the transformation created by technology driven online sensory marketing in the food sector. The growing competition and prominence of e-commerce in the food industry has made marketers exhibit intangibility elements as equivalent as tangible attributes of their food products in the digital platforms by employing sensory marketing techniques for positive customer evaluation of their brands. It is essential to use all five senses of sensory marketing to create enduring experiences and foster brand loyalty among the target market. This chapter, backed by previous research, investigates how sensory elements such as tactile, gustatory, olfactory, and auditory can be better presented in digital platforms in order to obtain effective appeals in the communications. This chapter also analyzes the evidence of past research on how sensory marketing accelerates online consumers experiences and engagements in e-commerce platforms in various dimensions.

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Do stories (always) make food products taste better? The boundary effects of matching package type and product dimension

Cited by 2 publications

References 69 publications

Once upon a game: boosting brand storytelling through gamification

Once upon a game: boosting brand storytelling through gamification

Impact of Content-Driven Online Sensory Marketing on Customers Food-Buying Intentions

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