According to a new study led by Dr Tom van Laer from ESCP Europe Business School, a particular type of consumer enjoys stories with plots, characters, and imagery that allow them to get lost in the narrative. Escrava Isaura, a 2004 Brazilian telenovela. Image credit: Sérgio Savarese / CC BY 2.0. “Stories have the power to change people’s behavior,” Dr van Laer with colleagues wrote in a paper published online in the Journal of Consumer Research. “Contemporary...
