When "I" or "S/He" uses the product: the impact of narrative perspective on consumers' brand attitudes in storytelling ads.

Introduction: Storytelling ad is presented from one or more narrative perspectives. Narrative perspective, which can alter the way in which the plot is physiologically or psychologically perceived, can significantly affect consumer experience.

Methods: This study conducts three experiments with 526 participants to analyze the influencing mechanism of narrative perspective (first- versus third-person) on consumers' brand attitudes in storytelling ads of products with different involvement (high versus low).

Quality evaluation of entrepreneurship education in higher education based on CIPP model and AHP-FCE methods.

Entrepreneurship education has become an important component of higher education development. The purpose of this study is to evaluate entrepreneurship education and determine the extent of satisfaction with the education program. Firstly, based on the CIPP model, this article theoretically analyzes the factors affecting the quality of entrepreneurship education in colleges and universities, and clarifies the keys to improve that education quality.