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    Why Storytelling Works - The Science

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    profthadaskew4433
    Stories are an effective way to communicate and influence people because they activate many parts of the brain. When someone tells a story, the listener's brain mirrors the patterns in the storyteller's brain through neural coupling. Stories also connect with listeners emotionally and engage their empathy. Additionally, stories light up more areas of the brain than factual reports and help enhance memory formation. Stories also command attention and can change brain chemistry by increasing compassion. Research shows that people are more likely to donate or purchase items after hearing an emotionally impactful story.

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    Why Storytelling Works - The Science

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    profthadaskew4433
    43 views2 pages
    Stories are an effective way to communicate and influence people because they activate many parts of the brain. When someone tells a story, the listener's brain mirrors the patterns in the storyteller's brain through neural coupling. Stories also connect with listeners emotionally and engage their empathy. Additionally, stories light up more areas of the brain than factual reports and help enhance memory formation. Stories also command attention and can change brain chemistry by increasing compassion. Research shows that people are more likely to donate or purchase items after hearing an emotionally impactful story.

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    why storytelling works - the science

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    Stories are an effective way to communicate and influence people because they activate many parts of the brain. When someone tells a story, the listener's brain mirrors the patterns in the storyteller's brain through neural coupling. Stories also connect with listeners emotionally and engage their empathy. Additionally, stories light up more areas of the brain than factual reports and help enhance memory formation. Stories also command attention and can change brain chemistry by increasing compassion. Research shows that people are more likely to donate or purchase items after hearing an emotionally impactful story.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    43 views2 pages

    Why Storytelling Works - The Science

    Uploaded by

    profthadaskew4433
    Stories are an effective way to communicate and influence people because they activate many parts of the brain. When someone tells a story, the listener's brain mirrors the patterns in the storyteller's brain through neural coupling. Stories also connect with listeners emotionally and engage their empathy. Additionally, stories light up more areas of the brain than factual reports and help enhance memory formation. Stories also command attention and can change brain chemistry by increasing compassion. Research shows that people are more likely to donate or purchase items after hearing an emotionally impactful story.

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    © All Rights Reserved
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    of 2

    10.01.

    2014
    WHY STORYTELLING WORKS: THE SCIENCE
    HTTP://WWW.ARIELGROUP.COM/BLOG/STORYTELLING-WORKS-SCIENCE/

    By: Alyssa Galeros Keefe


    Alyssa drives the Ariel Group’s Marketing activities including strategy
    & planning, budgeting and thought leadership development. Prior to
    working with The Ariel Group, Alyssa worked in Sales &
    Marketing... Learn more about the author ›
    It’s no secret that storytelling is a powerful way to communicate information, build
    relationships, sell products and ideas and inspire others. But why does it work so
    well? Recent research into how the brain processes stories gives us some
    compelling clues:
    Stories synchronize the listener’s brain with the teller’s brain. When
    the brain sees or hears a story, its neurons fire in the same patterns as the
    speaker’s brain. This is known as neural coupling. “Mirror neurons” create
    coherence between a speaker’s brain and the brains of his/her audience members.
    Storytelling connects listeners to the storyteller emotionally. Through
    a process psychologists call “narrative transport,” good stories engage listeners
    emotionally. Engaged emotions create empathy with the speaker.
    Stories “light up” more of the brain than factual reporting. When the
    brain is presented with factual information, only two of its regions activate. FMRI
    studies show that storytelling causes many additional areas to light up. The brain
    responds to the story events as if they were actually happening to the listener.
    Storytelling enhances memory. It’s easier to remember facts when they’re
    told in a story—think Isaac Newton and the apple. Perhaps that’s because the part
    of the brain involved in memory is the same part involved in imagination and story
    work.
    Stories command human attention. The human brain has a strong tendency
    to lose focus. It is estimated to engage in up to 2,000 daydreams a day and to
    spend up to half its waking time wandering. In the presence of an interesting story,
    though, this mental meandering goes to zero.
    Stories can change the brain’s chemistry. When captivated by an
    emotionally engaging story, the brain produces oxytocin, a substance shown to
    increase generosity, compassion, trustworthiness, and sensitivity to social cues.
    Stories affect behavior. Pioneer “neuroeconomist” Dr. Paul Zak has shown that
    people are far more likely to donate to a cause after viewing an emotionally
    impactful story. In a recent social experiment, testers were able to sell $129 worth
    of trinkets on eBay for over $8000 by crafting personal stories for each object.
    Did I miss anything? What are other factors that make storytelling so powerful?

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