Science of Storytelling: 6 Simple Ways to Harness it

by Brianne Carlon Rush for The Guardian

As marketers, we know storytelling works and we should be incorporating it in our efforts. But do you know why it works? Do you know how to use storytelling to its fullest extent? Let’s look at the science.

Psychology Today highlights the influential role of emotion in consumer behavior in four points and makes a compelling case for storytelling:

 Functional MRI neuro-imagery shows that, when evaluating brands, consumers primarily use emotions (personal feelings and experiences) rather than information (brand attributes, features and facts).

 Advertising research reveals emotional response to an ad has far greater influence on a consumer’s reported intent to buy a product than does the ad’s content—by a factor of 3-to-1 for television commercials and 2-to-1 for print ads.

 Research conducted by the Advertising Research Foundation concluded that the emotion of “likeability” is the measure most predictive of whether an advertisement will increase a brand’s sales.

 Studies show positive emotions toward a brand have far greater influence on consumer loyalty than trust and other judgments, which are based on a brand’s attributes.

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