近年來，敘事化逐漸的運用在廣告行銷領域當中，不同類別的品牌或是產品利用敘事化廣告來吸引消費者、降低傳統廣告所帶來的負面觀感。此篇研究以典型理論、分類理論、廣告不一致理論、基模觸發影響等等相關的理論基礎來定義敘事化廣告的典型性，並探究其對消費者行為所產生的影響。另外，在消費者認知風格方面本研究運用認知風格理論中的雙元認知風格來進一步探討理性認知風格與經驗性認知風格的消費者在接觸敘事化廣告的同時是否存在行為差異。
本研究採實驗設計法，以敘事化廣告來做為實驗刺激物，針對240位國立中央大學大學部學生做調查。本研究為二因子實驗設計，由敘事化廣告的類型(典型vs.非典型)與認知風格類型(理性vs.經驗性)兩自變數設計出四個不同的研究組別，針對品牌效益相關概念(廣告態度、品牌態度、購買意圖、品牌信任度與品牌黏著度)的影響作分析研究。
研究發現，不論是在典型或是非典型的敘事化廣告類別上，對於品牌相關概念效益基本都是經驗性認知風格的表現優於理性認知風格。理性認知風格只有在敘事化廣告是典型性時，品牌黏著度的表現才會優於非典型的敘事化廣告。本研究的理論貢獻是創立一套依據典型性對於敘事化廣告的分類概念以及其對消費者行為之影響。在實務上，研究結果建議必須先針對敘事化廣告的類別與消費者的認知風格類型做策略上的區別，以達到對於消費者的精準行銷。

In recent years, many worldwide brands and companies are using narrative advertisements to attract consumers and reduce negative impression in the marketing field. Building on theories such as typical theory, category theory, ad incongruence theory, and schema triggered affect theory, this study conceptualizes typicality of narrative ads and explores how such ads shape consumer behavior. To further evaluate consumers’ behavioral differences, the dual-process view in consumer cognitive is applied to compare the advertising effectiveness between rational cognitive or experience cognitive consumers.
A two-factor (narrative advertisement type: typicality vs. atypicality and cognitive style: rational vs. experience) between-subject experimental design method was employed to stimulate 240 National Central University students’ reactions including attitude toward the ad, attitude toward the brand, purchasing intention, brand trust, and brand attachment.
The results showed that both typical and atypical narrative ads were more effective for experience cognitive consumers than rational cognitive consumers in terms of the brand outcomes. The rational cognitive consumers only performed better than experience cognitive consumers on brand attachment in the condition of typical ads. Therefore, the research findings suggest that narrative ad type and cognitive style must be taken into consideration when designing efficient strategies to target consumer segments.

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