The neuroscience of stories: how storytelling changes the brand-consumer relationship

Knowing how to tell a story has always been one of the fundamental elements to explain the success of many things. Novelists, journalists, screenwriters? All of them have in common, or those who have succeeded, that they are capable of writing stories with power, stories that connect with the audience and that make them stay trapped. Ultimately, the same thing happens with brands. The companies that have managed to succeed, that have managed to become more than just a brand, are companies that know how to tell stories Czech-Republic Mobile Database, that master storytelling. The human brain is, from the start, ready to receive stories. It is the best way to connect with the other, a kind of universal language that makes it possible to reach others. “When you’re hooked on a good story, it’s not arbitrary, it’s not just pleasure for pleasure. It’s biological, it’s chemical, it’s a survival mechanism,” explains Lisa Cron, an expert on how humans respond to stories.

Cron points out that storytelling is just another step in evolution. The stories have a direct effect on the brains of consumers and function as a secretor of hormones or a kind of generator of experiences and emotions. Although it may seem like a cliché, those who say that they love to read because they travel the world or have adventures with books are not really using a common commonplace, but are possibly reflecting what their brain is doing. Different studies have shown that a story that is capable of generating emotions and sharing those that it is trying to show has an effect on what consumers feel and do. A group work story, for example, can make the recipient more motivated to work later.

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But stories don’t just function as mirrors: a Berkeley University study showed that stories affect the secretion of oxytocin, a hormone known as ‘the love hormone’. Stories that focus on characters and their problems and their overcoming make the brain secrete more oxytocin and the receptor more inclined to help others. Added to this is that other studies have pointed out that stories help the brain release dopamine, which causes the heart rate and blood pumping to vary. These discoveries have a direct impact on how companies can engage with consumers, as one of the experts related to this research explains in Harvard Business Review . The way stories are told changes how they are received: a presentation that begins with a human story connects much more with the recipients than a simple business success story as usual.

We love stories On the other hand, brands must not forget that people love stories. It is not only that today we are living at the time of the great boom in content marketing, but also that people’s brains are especially receptive to the messages they receive in this way. It is well demonstrated by fairy tales Brother Cell Phone List. Over the centuries, the great lessons and messages that everyone had to take into account, such as social taboos or basic survival lessons, were taught through fairy tales, which functioned as a vital guide and they captured the receivers with their story form. Even now, stories are still the best way to connect and they are so not only for consumers but also internally. Stories are one of the best ways to connect workers with the companies they work for.

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The stories function as a founding myth and as one that also gives purpose and makes what is being done more transcendent. And they change how the brand is received All this also changes the balance between what is perceived and what is paid attention to. When a brand is telling a story, the brain’s response is different than what it might offer simply if the brand was selling it something with advertising simply pointing out that its product is the best. Different studies have shown that telling a story changes the focus. To begin with, the response the message receives is much more emotional. The consumer analyzes what they are saying based on their emotions, rather than based on the information they receive. It does not matter the price or the characteristics but the emotions that were felt. To continue, this emotional response is much more effective than simply sitting down to toss out information. Tests have shown that the influence on the final decision is higher. To all this we must add that the stories make it more likely that the consumer will like a product and that positive emotions are generated (which are an element with more power of influence than others common in brand messages).

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