A particular type of consumer enjoys stories with plots,
characters, and imagery that allow them to get lost in the
narrative, according to our new study in theJournal of Consumer
Stories have the power to change people's behaviour.
Contemporary examples include the persuasive power of Latin
American telenovelas, which influence family planning choices and
enrolment in adult literacy programs, as well as Internet users
sharing written stories, photos, and videos about themselves and
their market experiences.