Effects of narratives and parasocial interaction on consumer behavioral intentions

ABSTRACT Drawing upon parasocial interaction theory, this paper examines the impact of narratives. A randomized experiment (N = 365) is reported in which a company spokesperson in a televised news interview is questioned about a scandal. The spokesperson replies to the journalist with (a) on-topic narratives, (b) off-topic narrative spinning, or (c) nonnarrative information. Multiple mediator modeling indicates nonnarrative information most effectively bolsters the audience’s purchase intentions and reduces negative word-of-mouth. The effect is mediated by parasocial interaction reducing counterargument. Viewers react most adversely to off-topic narrative spinning.