Sad but Still Engaging: Examining Sadness Appeal in Narrative Advertising on the audience’s Brand Attitude and Purchase Intention

This research examines how sadness experienced in narrative advertising relates to consumer persuasion outcomes. In an online survey (N = 222), participants evaluated their brand attitude and purchase intention after watching an advertisement in which sadness is embedded in the storytelling. Results showed that greater sadness in narrative advertisements is positively associated with more favorable brand attitudes. Narrative involvement positively and fully mediated that effect. Moreover, this relationship is stronger among individuals with lower levels of empathy. By focusing on sadness as a low-arousal negative emotion, this study advances understanding of emotional appeals in narrative advertising and highlights the roles of narrative engagement and individual differences in shaping consumer responses.