When consumers and brands talk: Storytelling theory and research in psychology and marketing

TLDR

Storytelling is pervasive, with information stored and retrieved as stories that move people to action and shape how individuals relate to each other and to brands. The article develops a narrative theory describing how consumers use brands as props or anthropomorphic actors in stories they tell about themselves and others. The theory posits that drama enactments allow storytellers to experience powerful myths reflecting psychological archetypes. Case study research probing the theory’s propositions yields findings that inform consumer psychology and marketing practice. © 2008 Wiley Periodicals, Inc.

Abstract

Abstract Storytelling is pervasive through life. Much information is stored, indexed, and retrieved in the form of stories. Although lectures tend to put people to sleep, stories move them to action. People relate to each other in terms of stories—and products and brands often play both central and peripheral roles in their stories. To aid storytelling research in consumer psychology, this article develops a narrative theory that describes how consumers use brands as props or anthropomorphic actors in stories they report about themselves and others. Such drama enactments enable these storytellers to experience powerful myths that reflect psychological archetypes. The article includes findings from case study research that probes propositions of the theory. Implications for consumer psychology and marketing practice follow the discussion of the findings. © 2008 Wiley Periodicals, Inc.