Title: SenseMaking presentations : the effect of storytelling and knowledge visualization in B2B sales situations on attitudes, knowledge acquisition, and purchase intention
Authors : Glaunsinger, Senem
Miesler, Linda
Hari, Jürg J.
Conference details: AOM Academy of Marketing Conference, Bournemouth, 07.-10. Juli 2014
Publisher / Ed. Institution : Academy of Marketing
Issue Date: 2014
License (according to publishing contract) : Licence according to publishing contract
Type of review: Peer review (Abstract)
Language : English
Subjects : Storytelling; B2B; Visualization; SenseMaking
Subject (DDC) : 658.8: Marketing management
Abstract: Purpose: The purpose of this research is to combine elements from storytelling and elements from the knowledge visualization field and merge it into a presentation to create a more appealing presentation format, which takes human knowledge structures into account. Method: A B2B sales presentation was reformulated with a story and visual metaphors. The original presentation served as control. Both presentations were analyzed and compared using the knowledge types and the knowledge taxonomy, to ensure comparability of content. 40 young experts participated in this experiment. Results: The involvement with the presentation and the attitude towards the presentation were both significantly higher in the experimental group. The participants also felt less information overload during the experimental presentation. Product knowledge was higher in the experimental group. Notably the attitude towards the presenter was better in the experimental condition. Conclusions: The results from this experimental study demonstrate the positive effect of storytelling in a B2B sales situation. It increased all constructs measured in our study. It also transfers more knowledge from the presenter to the listeners.
Departement: School of Management and Law
Organisational Unit: Institute of Marketing Management (IMM)
Publication type: Conference Paper
URI: https://marketing.conference-services.net/resources/327/4002/pdf/AM2014_0161_paper.pdf
https://digitalcollection.zhaw.ch/handle/11475/13834
Appears in Collections:Publikationen School of Management and Law

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