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. 2016 Nov 7;6:36487. doi: 10.1038/srep36487

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Copyright © 2016, The Author(s)

This work is licensed under a Creative Commons Attribution 4.0 International License. The images or other third party material in this article are included in the article’s Creative Commons license, unless indicated otherwise in the credit line; if the material is not included under the Creative Commons license, users will need to obtain permission from the license holder to reproduce the material. To view a copy of this license, visit http://creativecommons.org/licenses/by/4.0/

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(A,B) The behavioral results of the 2 independent variables as assessed by independent samples t-tests for commercial stimuli and branding product preference. (C,D) The behavioral results of the 4 types of commercial stimuli as assessed by a one-way ANOVA for commercial stimuli and branding product preference. The highest preference scores for the branding product and the video commercial were found in the NS-ME group and the difference was statistically significant (p < 0.05). As can be seen in the behavioral results, a greater effect was observed in the narratively structured video commercials.