In the current study, we directly measure consumers’ physiological responses (i.e., brain waves via electroencephalogram [EEG]) to advertising stimuli (digital storyteller vs. human storyteller) to confirm the narrative transportation process of storytelling immersion.

• Eunyoung (Christine) Sung(Montana State University, USA)
• Anja Couperus(ZUYD University of Applied Sciences, the Netherlands)
• Marc Koppert(ZUYD University of Applied Sciences, the Netherlands)
• Dai-In Danny Han(ZUYD University of Applied Sciences, the Netherlands)
• Yung Kyun Choi(Dongguk University, South-Korea)
• Brian Gillespie(Montana State University, USA)