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SP Jain in the News

The Neuromarketing Approach to Storytelling: By Christopher Abraham


In the article published in Indian Television, Dr Christopher Abraham, Professor and Head of Campus (Dubai) at SP Jain School of Global Management, talks about the intersection of storytelling and neuromarketing, highlighting how storytelling can be a potent tool for customer retention.

Indian Television Christopher Abraham

The article discusses the scale of persuasion and retention, influenced by storytelling style, medium, and audience characteristics, with examples of successful corporate storytelling campaigns, such as Coca-Cola's "Share a Coke," Apple's "Think Different," Nike's "Just Do It, etc.

“Neuromarketing has shown that there are certain elements of storytelling that are more effective at engaging the brain and eliciting an emotional response. By understanding the science of storytelling and the scale of persuasion and retention, marketers can create stories that are more engaging, memorable, and persuasive,” writes Dr Abraham.

To read the full article, please click here.



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