The magical science of storytelling | David JP Phillips | TEDxStockholm
TEDx Talks・2 minutes read
Rob Walker conducted a study in 2009 where he bought 200 objects from eBay for $1 each and had authors write stories about them, resulting in a significant increase in their value, with an example of a horse's head bought for 99¢ and sold for $62.95 showcasing a 6395% increase. The text explores the impact of storytelling on consumer behavior, highlighting emotional investment, the release of hormones like dopamine and oxytocin, and the transformation of communication skills through strategic storytelling techniques.
Insights
- Storytelling significantly increases the perceived value of objects, as demonstrated by Rob Walker's study where objects bought for $129 were sold for $8000 after authors wrote stories about them, showcasing a dramatic 6195% increase in value.
- Understanding the impact of storytelling on consumer behavior involves triggering specific hormones like dopamine, oxytocin, and endorphins, which influence focus, motivation, memory, generosity, trust, bonding, and relaxation. Leveraging these emotional responses through strategic storytelling can enhance communication skills and evoke desired reactions in others, emphasizing the enduring power of traditional storytelling methods over modern tools like PowerPoint.
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Recent questions
How did storytelling impact object value?
By adding stories, objects increased in value significantly.
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