The dimensions of storytelling by retail salespeople
This paper explores storytelling in retail sales to develop a more nuanced understanding of the dimensions of retail storytelling and their importance in influencing consumer behavior. A mixed-method approach is taken to first qualitatively develop understanding of the structure of
storytelling in a retail context and then quantitatively test the impact of various storytelling dimensions on consumer purchase intentions. Storytelling is common in retail sales encounters and consumers perceive multiple dimensions of storytelling. Some of these dimensions – story
relevance, story humor, and storytelling ability – influence consumers' consumption behavior. This research begins to establish parameters for future examination of the use of storytelling in retail selling and informs managers of specific elements of storytelling on which to focus future
No Reference information available - sign in for access.
No Citation information available - sign in for access.
No Supplementary Data.
No Article Media
Document Type: Research Article
Department of Marketing, Center for Professional Selling, University of Arkansas at Little Rock, Little Rock, AR, 72204, USA
Department of Marketing, Spears School of Business, Oklahoma State University, Stillwater, OK, 74078, USA
Department of Marketing, Texas State University, San Marcos, TX, 78666, USA
Publication date: 2014-03-15
More about this publication?