Relation between narrative and consumer research
| Key concept | References |
|---|---|
| Consumers receive information in the form of narrative and write introspective accounts of their own experiences and feelings | Pace (2008), Shankar et al. (2001), Baumgartner (2002), Cooper et al. (2010) and Tussyadiah et al. (2011) |
| Consumer communicate their tacit knowledge by metaphor through narratives | Helkkula and Pihlström (2010) and Phillips and McQuarrie (2010) |
| Consumers create meaning and express their experiences through narratives | Gilliam et al. (2017) |
| Consumer make sense of their surroundings and communicate it | Guthrie and Anderson (2010), Tussyadiah et al. (2011) and Chronis et al. (2012) |
| Narratives persuade through the depiction of characters in a setting and through inferences about cause-and-effect relationships that exist | Hamby et al. (2015) and Phillips and McQuarrie (2010) |
| Narratives help consumers to maintain their individual identities in a society of shared signs and objects, settlements and values | Grafton Small (2006) |
| Consumers change their behaviour by immersing themselves in a narrative world and reflecting the received narrative through a change in their behaviours | Van Laer et al. (2014, 2019a, 2019b) |
| Key concept | References |
|---|---|
| Consumers receive information in the form of narrative and write introspective accounts of their own experiences and feelings | |
| Consumer communicate their tacit knowledge by metaphor through narratives | |
| Consumers create meaning and express their experiences through narratives | |
| Consumer make sense of their surroundings and communicate it | |
| Narratives persuade through the depiction of characters in a setting and through inferences about cause-and-effect relationships that exist | |
| Narratives help consumers to maintain their individual identities in a society of shared signs and objects, settlements and values | |
| Consumers change their behaviour by immersing themselves in a narrative world and reflecting the received narrative through a change in their behaviours |
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