What is "narrative transportation" in consumer behavior?

Narrative transportation refers to the phenomenon where consumers become fully immersed and absorbed in a story, allowing them to connect emotionally and psychologically with the narrative and its characters. This level of engagement can enhance their experience with the content, potentially leading to increased enjoyment, understanding, and even a change in attitude or behavior regarding the product or brand being presented within the story.

When consumers experience narrative transportation, they often forget about their surroundings and may even lose track of time as they are drawn into the narrative world. This engagement is powerful in marketing and entertainment contexts, as it can sway consumer attitudes and decisions by making the brand or product feel more relevant and appealing. This is why option C is the correct answer, highlighting the core aspect of how narratives can effectively influence consumer behavior.