The Psychology Behind Narrative Transportation Theory and PR
A little over 30 years ago, researchers in a 1990 study found subjects who read a story depicting a character overeating later ate less themselves. The narrative impacted real-world behavior. This phenomenon was coined "narrative transportation" – the state of immersive absorption into a story that affects attitudes and beliefs in measurable ways.
The mechanics of narrative transportation theory stem from deep cognitive and emotional engagement. Vivid imagery, relatable characters, and cohesive plot lines transport readers into an almost dreamlike state of enveloping imagination. While transported, we instinctively lower our guard. Counter-arguing and scrutiny fade as we focus on the narrative. Our real-world identities blur into the story realm.
These effects don't disappear when the last page turns. Studies reveal transported readers display altered attitudes, intentions, and behaviors aligned with story themes. The immersion into crafted realities leaves imprints on our worldview, silencing skepticism and inviting openness.
Too often, PR is perceived as data and information. But for brands looking to do some perception-shaping, narrative transportation via fine-tuned storytelling does wonders: brands manifest as protagonists; strategic messaging into plot lines. The brand becomes a vehicle for human stories that move other humans.
What's a campaign that really pulled you in with compelling storytelling?
