Dedykowany storytelling – psychologiczne przesłanki perswazyjnej efektywności narracyjnego marketingu politycznego
Dedicated storytelling - psychological premises of narrative political marketing’s persuasive effectiveness

Summary/Abstract: Theoreticians and practitioners of storytelling usually focus on the formal quality of the message, seeing the key to its persuasive effectiveness in fulfilling the structural features of the story. This very article, on the other hand, put emphasize on cognitive aspect of message-recipient relation, as an important factor affecting the strength of storytelling’s persuasive influence. In the first section, the paper discuss psychological premises of persuasive qualities of narrative message. The following section is a theoretical proposition how to increase its effectiveness by taking into ac­count the structure, properties and functions of cognitive schemata and on the strength of the cognitive response model of persuasion.

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