This study was an investigation into how the effect of narrative transportation varies by product type and gender. Transportation theory describes a phenomenon that when people lose track of reality in a psychological sense due to a story, their attitudes and intentions will change to reflect the story. Each participant viewed an advertisement for a consumer product. Some participants viewed ads about a spontaneous product, while others viewed ads about a deliberative product. In an orthogonal manipulation, some ads involved storytelling, while others did not. Participants’ affective responses, critical thinking ability, brand evaluation and brand equity were measured. We anticipate that participants reading the story-telling ad will generate more positive affective responses, more positive brand evaluation, and weaker critical thinking than will participants reading the non-story-telling ad, regardless of product type and gender. Among all the participants reading story-telling ads, participants reading ads for spontaneous products will generate higher level of positive affective responses, more positive brand evaluation, and lower level of critical thinking than those reading ads for deliberative products. In conclusion, narrative transportation in ads affects consumer differently dependent on product type and gender, such that story telling ads had a stronger impact on female and for spontaneous products.