Consumer Well-Being / Publication Abstract
The Power of Consumer Stories in Digital Marketing
May 18, 2017
Renée Richardson Gosline, Jeffrey Lee, Glen Urban
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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