Психологически механизми на наративното убеждаване
Psychological mechanisms of narrative persuasion

Author(s): Gergana Grigorieva
Subject(s): Social Sciences, Psychology, Behaviorism
Published by: Международно висше бизнес училище
Keywords: narrative persuasion; narrative transportation (narrative engagement); identification; self-referencing; organisational storytelling
Summary/Abstract: The article reviews the psychological mechanisms of narrative persuasion which contribute to narrative’s impact on people’s attitudes, beliefs and behaviours. We explore some of the cognitive processes with potential to amplify the efficacy of the narrative persuasion in overcoming resistance: narrative transportation (narrative engagement, absorption), when people are getting deeply cognitively and emotionally involved in a story, identification, when the story is experienced from a character’s perspective and self-referencing, a process of connecting the narrative information with personal memories. Narrative persuasion and applying stories as tools for communication, education and leading change is explored in organisational context – the organisational storytelling.

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