Affective resistance to narrative persuasion
研究提出叙事说服中情感抵抗的概念（感知不真实和俗套），通过两个预注册实验发现叙事广告比非叙事广告更易引发情感抵抗，从而削弱广告态度和分享意愿，但叙事本身仍有正面效应。
Despite the popularity of narrative persuasion, little is known about the processes underlying resistance to stories. Affective resistance in terms of perceived inauthenticity and corniness is introduced. We show that – akin to counterarguing in non-narrative persuasion – stories may elicit affective resistance, leading to less story impact. Two pre-registered experiments were conducted. Experiment 1 demonstrated that narrative commercials (vs. non-narrative commercials) increase affective resistance, yielding an indirect negative effect on ad attitudes and intentions to share the ad online – while at the same time the stories impart a residual positive effect on the DVs. Presenting narrative commercials only, Experiment 2 showed that affective resistance mediated the influence of a manipulative intent forewarning (vs. control) on participants’ attitudes and behavioral intentions. Narrative transportation was an additional mediator, counterarguing was unrelated to the experimental treatment. Practitioners are advised to abstain from stories that are likely perceived as corny and inauthentic by many consumers.