Narrative transportation

Being absorbed in a story reduces counter-arguing and shifts attitudes.

Emotion and memory Mainly on Product pages
Where it applies

Two of the eight page areas.

HomepageAlso applies CategoryNot typical SearchNot typical ProductMainly here CartNot typical CheckoutNot typical Post-purchaseNot typical

Not usually a sitewide principle. See everything at work on Product pages

How to use it

Three ways to use it, and one to avoid.

  • Tell the founder and origin story.
  • Write product copy that tells how the item is made and used.
  • Give real customer stories prominent space.
  • Avoid: fake customer reviews and incentivised reviews that hide the incentive, which are banned under the Digital Markets, Competition and Consumers Act 2024.
What the research found

Absorption in a story is linked to persuasion, mostly in attitudes and intentions, not sales.

The effect was stronger for commercial stories, user-generated stories and people taking the story in alone.

Two meta-analyses by van Laer and colleagues (132 effect sizes from 76 articles; 138 from 64) supported the link between being absorbed in a story and persuasion. The effect was stronger for commercial stories, user-generated stories and people taking the story in alone. Outcomes were mostly attitudes and intentions, not sales.

Key research

Four sources, each checked.

Last reviewed

Green & Brock (2000) The role of transportation in the persuasiveness of public narratives J. Personality & Social Psychology Read the source van Laer, de Ruyter, Visconti & Wetzels (2014)Meta-analysis The Extended Transportation-Imagery Model: A Meta-Analysis of the Antecedents and Consequences of Consumers' Narrative Transportation J. Consumer Research Read the source van Laer, Feiereisen & Visconti (2019)Meta-analysis Storytelling in the digital era: A meta-analysis of relevant moderators of the narrative transportation effect J. Business Research Read the source Braddock & Dillard (2016)Meta-analysis Meta-analytic evidence for the persuasive effect of narratives on beliefs, attitudes, intentions, and behaviors Communication Monographs Read the source
Before you use it · UK law

Stories must be true. Fake customer reviews, and incentivised reviews that hide the incentive, are banned under the Digital Markets, Competition and Consumers Act 2024 (Schedule 20, paragraph 13).

This is simply a pointer to check, not legal advice. Seek legal advice before you put this principle into action.