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.


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.


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


NA - Advances in Consumer Research Volume 49 | 2021

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Featured papers

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Narrative Transportation and Cognitive Responses: The Other Side of the Story

Rebecca Krause, Northwestern University, USA
Derek Rucker, Northwestern University, USA

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Exposing the Lie Beneath Hypertext Marketing: Implications for Trademark Violation

Laura R Oswald, Marketing Semiotics

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When the Ends Do Not Justify Paying for the Means: Consumers Prefer Shifting Costs from Means to Goals

Franklin Shaddy, University of Chicago, USA
Ayelet Fishbach, University of Chicago, USA

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