Need for Narrative

van Laer, T., Visconti, L. M. & Feiereisen, S. (2015). Need for Narrative. Paper presented at the European Marketing Academy Conference, 2015, Leuven, Belgium.

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What is a useful story from the perspective of its consumer? Through semi-structured interviews with 55 Eurostar passengers from 14 countries, this film documents how consumers define stories, distinguish between different reasons to need narrative, and experience the effects of need for narrative.

Item Type: Conference or Workshop Item (Other)
Subjects: H Social Sciences > HF Commerce
Divisions: Cass Business School > Faculty of Management

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