Tom van Laer - On Campus Room T015

Marketing Research Seminar

Speaker:
Tom van Laer - Associate Professor - Deputy Head of Discipline, Research the University of Sydney - Discipline of Marketing.

Title:
15+ years of research into how stories shape reality and change consumer behaviour: aka the Eras Tour (Tom’s Version)

Abstract:
This seminar explores the profound impact of narratives on consumer attitudes, norms, and behaviours. Drawing on historical and contemporary examples, Tom van Laer examines how stories, from literary works to media releases, have been instrumental in driving social change. The concept of narrative transportation is introduced, detailing how empathy, mental imagery, and suspended reality enable stories to deeply affect consumers, leading to long-term changes in perspectives and actions. Furthermore, Tom delves into the structure of dramatic arcs and their effectiveness in engaging audiences and inspiring action. This framework is applied to contemporary issues like climate change, suggesting a shift in narrative could enhance public engagement and proactive responses. Additionally, the predictive power of literature in foreseeing social conflicts is discussed, with implications for using text analysis to anticipate and mitigate emerging social issues. In conclusion, Tom shows that narratives are powerful tools that shape reality, challenging the notion that stories are mere entertainment.