Want to convince the other side that your case has merit? Don’t argue the law. Tell a Story!
From The Secrets of Storytelling: Why We Love a Good Yarn in Scientific American:
A 2007 study by marketing researcher Jennifer Edson Escalas of Vanderbilt University found that a test audience responded more positively to advertisements in narrative form as compared with straightforward ads that encouraged viewers to think about the arguments for a product. Similarly, Green co-authored a 2006 study that showed that labeling information as “fact” increased critical analysis, whereas labeling information as “fiction” had the opposite effect. Studies such as these suggest people accept ideas more readily when their minds are in story mode as opposed to when they are in an analytical mind-set.
I’ll ask my friend Anne Reed at Deliberations whether she has statistics or studies on the coherency of narratives as the “proof” of their accuracy.
By the way, Anne’s teaching jury selection at Solo Practice University. One hour with Anne is worth the price of admission for the entire year!
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