Need for narrative

van Laer, T., Visconti, L. M. & Feiereisen, S. (2017). Need for narrative. Journal of Management,

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What do consumers need from a narrative? How can videographers satisfy those needs? Through semi-structured interviews with 55 Eurostar passengers from 14 countries, this film documents how people define narratives, why they need them, and how they experience the effects of need for narrative. The adjoining commentary contributes to the development of videography as an attractive method by introducing the videographer’s perspective and elucidating key story elements that can help satisfy viewers’ needs for narrative. The suggested approach maintains the vivid quality of videography and respects its methodological rigour, while increasing its effectiveness in close alignment with a consumer society that visual communication increasingly permeates. As such, the commentary and the film jointly unveil videographers’ etic and viewers’ emic use and evaluation of the videographic method.

Item Type: Article
Additional Information: This is an Accepted Manuscript of an article to be published by Taylor & Francis in Journal of Marketing Management to be available online:
Uncontrolled Keywords: Identifiable characters; imaginable plot; narrative transportation; storytelling; suspension of disbelief; videography
Subjects: H Social Sciences > HF Commerce
Divisions: Cass Business School > Faculty of Management

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