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Making yourself heard at the customer again – how songwriting facilities sucessfull storytelling

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  • Fischer, Peter Mathias
  • Flecker, Johannes

Abstract

As the quote above from Philip Pullman, a British writer, highlights, it is innate to human behavior that we are keen on telling as well as listening to stories. Stories not only enable us to better store and retrieve information (Fournier 1998). Even more critically, they also result in "proper pleasure" being cathartic (Holt 2003).

Suggested Citation

  • Fischer, Peter Mathias & Flecker, Johannes, 2016. "Making yourself heard at the customer again – how songwriting facilities sucessfull storytelling," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 33(1), pages 32-37.
    • Handle: RePEc:zbw:hsgmrs:275833
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    References listed on IDEAS

    as
    1. Jennifer Edson Escalas, 2007. "Self-Referencing and Persuasion: Narrative Transportation versus Analytical Elaboration," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(4), pages 421-429, December.
    2. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
    3. Ran Kivetz, 2005. "Promotion Reactance: The Role of Effort-Reward Congruity," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 31(4), pages 725-736, March.
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