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2020 | OriginalPaper | Chapter

3. Storytelling for Minds: Neuroscience’s Approaches to Branding

Author : S M A Moin

Published in: Brand Storytelling in the Digital Age

Publisher: Springer International Publishing

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Abstract

Drawing on the science of storytelling and its impact on our brains—explained by studies in the field of neuroscience and two types of thinking—fast and slow—this chapter explores how consumers think while making brand choices and explains three laws drawing on neurosciences approaches to branding. The chapter also explains how stories make biochemical changes in consumers’ brains and influence their psychology and behaviour; and how marketers harness storytelling to affect consumers and drive their emotions. Several examples and case studies underline these behaviours.

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previous chapter Brand Storytelling: A Review of the Interdisciplinary Literature

next chapter Storytelling for Hearts: Brand–Consumer Conversations in the Digital Age

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Title: Storytelling for Minds: Neuroscience’s Approaches to Branding
Author: S M A Moin
Publisher: Springer International Publishing
Book: Brand Storytelling in the Digital Age
Print ISBN: 978-3-030-59084-0

Electronic ISBN: 978-3-030-59085-7

Copyright Year: 2020
DOI: https://doi.org/10.1007/978-3-030-59085-7_3