Fact or fiction? The science of persuasive storytelling

©TED Conference (2019)

REPORT

6 Sep 2019

In an era of fake news and ad overload, stories remain effective at attracting attention – but are they always useful in winning people over? Canvas8 spoke to Rebecca Krause, a PhD candidate at Northwestern University, to understand how brands can balance facts and narratives in their messaging.

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Rebecca Krause

Rebecca Krause is a doctoral candidate in marketing at Northwestern University’s Kellogg School of Management. Her research focuses on consumer departures from reality. Specifically, she is interested in the different motivations for engaging in fantasy and mental simulation, as well as the effects of engaging with fictional narratives.

SiOO:X: backing up brand claims with slow advertising

case study·
11 Jul 2018

Just outside a mall in Malmö is a billboard unlike the thousands of others littered around the city. For 12 years, Sioo Wood Protection will display a mostly-plain panel of planks protected by its SiOO:X product, aiming to provide passersby with visible evidence of the brand’s long-lasting quality.

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