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Consumer Well-Being / Publication Abstract

The Power of Consumer Stories in Digital Marketing

May 18, 2017

Renée Richardson Gosline, Jeffrey Lee, Glen Urban

Consumer Well-Being


When we think of storytelling, we tend to conjure up memories of childhood — fairy tales, fables, and campfires. Stories are an essential form of human communication and are often among the first conveyors of cultural norms and values. There’s a reason why many childhood lessons are conveyed as stories: Research has shown that the human brain likes to encode, store, and retrieve information in narrative form.

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