A fancy term for persuasion by stories is narrative persuasion. The phenomenon of transportation, or mentally entering a narrative, plays a crucial role in narrative persuasion. Here's why. People find stories entertaining for two reasons. First, they imagine the events the main character experiences. Second, they feel for the character. In 1993, professor Richard Gerrig of Yale University published research in which he observed that people who find reading novels entertaining are changed by their reading experience, after they finish reading, such that readers who become engrossed in the story tend to accept the story as true, as well as the beliefs and behaviours that the characters exhibit as good. If people do not lose themselves in the story (meaning they are not transported), they respond negatively to the story or the characters and dismiss the narrative as nonsense.