Storytelling is powerful and can be transformative. We make sense of who we are and the world around us through narratives and the act of storytelling. Content providers, from Silicon Valley to Hollywood and Madison Avenue, continue to search for ways to create authentic stories that emotionally move consumers in a positive manner, especially as it relates to the Millennial consumer, who continues to be an enigma to marketers and advertisers. This generation is multifaceted, introspective, and empathetic as well as possesses an open-mind to others (Tanenhaus 2014). Burgeoning television networks like OWN (Oprah Winfrey Network), UP TV, ASPIRE TV, and events such as the “International Faith and Family Film Festival at Megafest” and Oprah’s “The Life You Want Weekend” are all current platforms that are presenting positive and emotionally engaging narratives as well as empowering programming. Having the ability to articulate an impactful story that encourages Millennial consumers to be better, as well as live to their fullest potential, is paramount to building connections with these consumers that invite loyalty and are sustainable. This research examines narrative transportation theory, the process by which consumers become absorbed or lost in a story. Specifically, this research takes a look at the impact that storytelling, which incorporates the emotion of empowerment, has on Millennial consumers. Typically, the cognitive processes of this theory accentuate the strong emotional responses, which the literature groups together into the category of producing empathy. Yet, we argue that the transformative power of storytelling can evoke more than just empathy from the receiver of the story. There may be a gamut of positive emotions Millennial consumers experience when viewing empowered narratives. Moreover, the storyteller’s involvement in creating narratives that empower may positively impact consumer purchase intent and message recall of Millennials. Using qualitative design and inquiry, this research uncovers insights as to why narrative transportation works and what makes it so emotionally impactful.
Subject (authority = RUETD)
Topic
Business and Science
Subject (authority = ETD-LCSH)
Topic
Storytelling
RelatedItem (type = host)
TitleInfo
Title
Rutgers University Electronic Theses and Dissertations
Identifier (type = RULIB)
ETD
RelatedItem (type = host)
TitleInfo
Title
Graduate School - Newark Electronic Theses and Dissertations
Identifier (type = local)
rucore10002600001
Identifier
ETD_8377
Identifier (type = doi)
doi:10.7282/T37M0C4T
PhysicalDescription
Form (authority = gmd)
electronic resource
InternetMediaType
application/pdf
InternetMediaType
text/xml
Extent
1 online resource (xi, 64 p. : ill.)
Note (type = degree)
Ph.D.
Note (type = bibliography)
Includes bibliographical references
Note (type = statement of responsibility)
by Tyrha M. Lindsey
Location
PhysicalLocation (authority = marcorg); (displayLabel = Rutgers, The State University of New Jersey)
I hereby grant to the Rutgers University Libraries and to my school the non-exclusive right to archive, reproduce and distribute my thesis or dissertation, in whole or in part, and/or my abstract, in whole or in part, in and from an electronic format, subject to the release date subsequently stipulated in this submittal form and approved by my school. I represent and stipulate that the thesis or dissertation and its abstract are my original work, that they do not infringe or violate any rights of others, and that I make these grants as the sole owner of the rights to my thesis or dissertation and its abstract. I represent that I have obtained written permissions, when necessary, from the owner(s) of each third party copyrighted matter to be included in my thesis or dissertation and will supply copies of such upon request by my school. I acknowledge that RU ETD and my school will not distribute my thesis or dissertation or its abstract if, in their reasonable judgment, they believe all such rights have not been secured. I acknowledge that I retain ownership rights to the copyright of my work. I also retain the right to use all or part of this thesis or dissertation in future works, such as articles or books.