So distant, yet useful: The impact of distal stories on customers’ service expectations

Lee, Na Young; Noble, Stephanie; Zablah, Alex R.

doi:10.1016/j.jbusres.2020.01.044

Cited by 10 publications

(1 citation statement)

References 53 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…If a consumer is not engaged or is unwilling to cooperate in an interaction, the brand cannot enhance its value (Chandler & Lusch, 2015). Creating and sharing stories is strategic for any social or managerial environment (Lee et al, 2020). Storytelling reinforces consumers' growing involvement with the environment (Pera, 2017).…”

Section: Storytelling Supporting Consumer Engagement Behaviorsmentioning

confidence: 99%

A story to sell: The influence of storytelling on consumers' purchasing behavior

Júnior

Limongi

Lim

et al. 2022

Psychology and Marketing

View full text Add to dashboard Cite

Storytelling can arouse consumers' emotions and affect purchasing behavior through desires and attitudes. While the marketing literature discusses storytelling, there is a lack of consensus because of the diverse conceptual and operational definitions used. To untangle the complexities and consolidate the fragmented knowledge about storytelling in marketing, this research examines how the marketing literature has addressed the influence of storytelling on consumers' purchasing behavior. The findings aid in understanding how the topic has been discussed from a marketing perspective in consumer behavior studies. Through a systematic literature review using a bibliometric analysis, we demonstrate that the marketing literature features four strands about the uses of storytelling to influence consumers' purchasing behavior. First, storytelling stimulates the consumer's identification with the brand. Second, storytelling allows consumers to experience emotional value. Third, storytelling supports engagement behaviors. Finally, storytelling has a downside in that it also propagates harmful speech. This study concludes with a roadmap for future research about how storytelling impacts consumers' purchasing behavior.

show abstract

Section: Storytelling Supporting Consumer Engagement Behaviorsmentioning

confidence: 99%