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2 - Storytelling and Narrative Persuasion

from 1 - Consumer Psychology of Individuals

Published online by Cambridge University Press:  30 March 2023

By
Rebecca Krause-Galoni  and
Philip Mazzocco
Edited by
Cait Lamberton ,
Derek D. Rucker  and
Stephen A. Spiller
Cait Lamberton
Affiliation:
Wharton School, University of Pennsylvania
Derek D. Rucker
Affiliation:
Kellogg School, Northwestern University, Illinois
Stephen A. Spiller
Affiliation:
Anderson School, University of California, Los Angeles
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Summary

Narrative transportation is the experience of becoming immersed in a story. Since Green and Brock (2000) introduced the idea that becoming transported into a story could lead to persuasion toward the story’s contents, a process known as narrative persuasion, numerous studies have explored the powerful effects stories can have on consumers. This chapter provides an overview of recent research related to stories, transportation, and persuasion, as well as a discussion of the pressing questions that remain.

Keywords

storytellingnarrative persuasionword-of-mouthnarrative transportationemotionbrand loyaltyopinion change
Type
Chapter
Information
The Cambridge Handbook of Consumer Psychology , pp. 28 - 52
Publisher: Cambridge University Press
Print publication year: 2023

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