The Psychology of Narrative in Marketing: Brand Communication through Story Telling

The current study investigates the use of storytelling in persuading consumers' attitudes, feelings, and behaviours towards brands. The study investigates storytelling as a tool to enhance the ability for brands to inspire genuine and enduring ties among consumers, as opposed to traditional marketing emphasis of selling physical goods. Consumer psychology and behaviour theory are used to demonstrate how some elements of a story (e.g., plot, characters, conflict, resolution, feelings) allows individuals to connect to brand messages. In particular, narrative transportation is highlighted when individuals are deeply into a story. Once that happens, consumers are more likely to trust the brand, retain the brand in memory, and engage in transactions. Stories that are emotionally engaging and culturally resonant help brands seem authentic and relatable. In addition, this paper functions in the context of storytelling across digital, social, and experiential marketing to create risk free messaging and drive a sense of belonging and community for audiences. Using specific psychological factors of empathy, emotional identification, and connection to illustrate the point, this study attempts to show in greater detail why storytelling can have a greater effect than non-narrative, fact based advertising. Findings suggest that emotive, authentic storytelling changes marketing paradigms that create meaningful human connections, rather than just business transactions.