Storyteller Bias
We’re more persuaded by and better recall those who tell stories
Our understanding of the world is shaped by the stories we’re told. The strongest brands are able to use narratives to create a powerful, human connection.
Lundqvist et. al (2013). The impact of storytelling on the consumer brand experience: The case of a firm-originated story. Journal of Brand Management.
The study
Setup
20 people were split into two groups. Half were asked to read the story of an unknown cosmetics brand & product and shown a photo of the store. Half were not given a story or photo. All were then asked for an estimation of the product’s cost range.
Results
Those in the Story Group saw the item as of higher value and were twice as willing to pay for it.
Lundqvist et. al (2013). The impact of storytelling on the consumer brand experience: The case of a firm-originated story. Journal of Brand Management.
Key Takeaways
Use the Fairy Tale Framework. Ensure that your brand story has a beginning, middle and end. Add in a conflict and define one easy-to-summarize message (Fog et. al, 2005). This should be told by identifiable characters who resolve the conflict, restore harmony and allow the brand to be valued positively. Add unexpected twists and finish on an emotional high, often the part most remembered (Guber, 2007).
Create positive persuasion, catching consumer interest and convincing through ‘narrative transportation’, where, once immersed in a story, the viewer’s mind alters (Escalas, 2004a). Stories trigger warmer, more upbeat feelings than regular ads, raise brand uniqueness, allow for product features to be conveyed without feeling commercial and are remembered by consumers in multiple ways: factually, visually and emotionally (Rosen, 2000).
Storyteller Bias
We’re more persuaded by and better recall those who tell stories
Our understanding of the world is shaped by the stories we’re told. The strongest brands are able to use narratives to create a powerful, human connection.
Lundqvist et. al (2013). The impact of storytelling on the consumer brand experience: The case of a firm-originated story. Journal of Brand Management.
The study
Setup
20 people were split into two groups. Half were asked to read the story of an unknown cosmetics brand & product and shown a photo of the store. Half were not given a story or photo. All were then asked for an estimation of the product’s cost range.
Results
Those in the Story Group saw the item as of higher value and were twice as willing to pay for it.
Key Takeaways
Use the Fairy Tale Framework. Ensure that your brand story has a beginning, middle and end. Add in a conflict and define one easy-to-summarize message (Fog et. al, 2005). This should be told by identifiable characters who resolve the conflict, restore harmony and allow the brand to be valued positively. Add unexpected twists and finish on an emotional high, often the part most remembered (Guber, 2007).
Create positive persuasion, catching consumer interest and convincing through ‘narrative transportation’, where, once immersed in a story, the viewer’s mind alters (Escalas, 2004a). Stories trigger warmer, more upbeat feelings than regular ads, raise brand uniqueness, allow for product features to be conveyed without feeling commercial and are remembered by consumers in multiple ways: factually, visually and emotionally (Rosen, 2000).
Storyteller Bias
We’re more persuaded by and better recall those who tell stories
The study
Setup
20 people were split into two groups. Half were asked to read the story of an unknown cosmetics brand & product and shown a photo of the store. Half were not given a story or photo. All were then asked for an estimation of the product’s cost range.
Results
Those in the Story Group saw the item as of higher value and were twice as willing to pay for it.
In detail
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Storyteller Bias
