The Power of Narratives
Narratives are an integral part of everyday life. But while it’s clear that the creation and consumption of narratives is both frequent, and important, less is known about how narratives work and why some are more impactful than others. This session addresses these questions and more.
Citation:
Jonah Berger, Tom van Laer, Jennifer Escalas, Anne Hamby, jesper nielsen, Matthew Farmer, Rebecca Krause-Galoni, Derek Rucker, and Ali Tezer (2021) ,"The Power of Narratives", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 549-554.
Authors
Jonah Berger, penn
Tom van Laer, University of Sydney
Jennifer Escalas, Vanderbilt University
Anne Hamby, Boise State
jesper nielsen, University of Arizona
Matthew Farmer, University of Arizona
Rebecca Krause-Galoni, University of Iowa
Derek Rucker, Kellogg School of Management
Ali Tezer, HEC
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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