Title: Storyselling : an experiment on storytelling at the product level
Authors : Hari, Jürg J.
Rawitzer, Heike
Conference details: Academy of Marketing Conference 2013, Cardiff, July 8-11, 2013
Issue Date: 2013
License (according to publishing contract) : Licence according to publishing contract
Type of review: Peer review (abstract)
Language : English
Subjects : Marketing Conference; Storytelling; Storyselling; Product level
Subject (DDC) : 658.8: Marketing management
Abstract: Telling of and listening to stories are evolutionary old forms of human social interaction. Stories transmit knowledge and values within society. Stories entertain and move people and they link the external world to the real life of the individual. This is primarily a sense-making task of stories. In the marketing field stories are used and researched mostly at the corporate level and in advertising clip. We report an experiment using a textual form of narration and demonstrate the potential power of stories in marketing at the product level. Our results demonstrate that a story high on transportation improves product evaluation. The story significantly increases the intention to buy the product. These effects persisted also after tasting the product. The attitude towards the product as well as the intention to buy were not significantly different before and after the taste test, but different between experimental and control group. Even the taste of the product was better with the story. Price evaluation was the only factor that was not significantly different between control and experimental group. This experiment shows that stories make products more interesting for consumer.
Departement: School of Management and Law
Organisational Unit: Institute of Marketing Management (IMM)
Publication type: Conference other
URI: https://digitalcollection.zhaw.ch/handle/11475/17328
Appears in Collections:Publikationen School of Management and Law

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