Narrative Transportation Scale

What it measures

Measures the degree to which a person becomes mentally immersed in a narrative — losing themselves in a story to the point where the real world fades. Transportation is a key mechanism through which narrative advertising and branded content persuade consumers: transported audiences are more accepting of story-consistent beliefs and less likely to counter-argue. Widely used in entertainment-education and branded content research.

Representative items

• While reading the narrative, I could easily picture the events in it taking place.
• The narrative affected me emotionally.
• I was mentally involved in the narrative while reading it.
• I could picture myself in the scene described in the narrative.
• My mind did not wander while reading the narrative. (R)

Citation

Green, M.C., & Brock, T.C. (2000). The role of transportation in the persuasiveness of public narratives. Journal of Personality and Social Psychology, 79(5), 701–721.