Why We Love Storytelling

Anyone who’s cried at a movie or who has stayed up way too late reading because they just had to find out what happened next could testify to the power of storytelling. 

In sales, experiences tell us that the best way to share information with prospects is through the medium of storytelling. We can guess anecdotally as to why that is, or we can look at science! Numerous studies have proven that conveying information through stories keeps people more engaged, and improves their retention and memory of the information.

Here are the six reasons why we love storytelling:

1. Engagement and Attention

Stories naturally capture and hold our attention better than abstract information. This is because they transport you into the story world. Obviously, this is most effectively done with stories that are well-crafted, with a beginning, middle and end. The more we are transported into the story world, the less distracted we are by things going on around us. This means we are more focused on what we are being told. When information is relayed to us in the form of a story, we are more likely to pay more attention. In a 2000 study, Green and Brock found that being transported into a story can reduce counter-arguing, leading to deeper processing of information.

2. Memory and Recall

Stories improve memory retention. Information is easier to recall when presented in a story format than when relayed randomly, because our brains are wired to remember sequences of events. Research by Schank and Abelson (1995) indicates that our brains store information in story formats, making it easier to retrieve.

3. Emotional Connection

Stories evoke emotions, and emotions enhance learning and memory. Neuroeconomist Paul Zak’s research shows that character-driven stories cause our brains to release oxytocin, the “love” chemical. A 2015 study by Maroun and Wagner proved that oxytocin acts on specific parts of the brain to enhance the formation of short and long term memories. It’s why we remember our best (and worst) days, but not our most boring days; strong emotions create strong memories. 

4. Context and Understanding

Stories provide context, making abstract or complex concepts more understandable and relatable. A study by Radvansky, Copeland, and Zwaan (2005) found that information presented in a narrative context is better understood and retained than information presented in a non-narrative format. It’s not just the what that matters, but the how and the why.

5. Imagination and Visualization

Stories stimulate imagination, allowing learners to visualize concepts and ideas, which aids in understanding and retention. Speer et al (2009) found that when people are encouraged to visualize something conveyed in a story, it can improve their memory of it. This is probably because they need to actively think about something, rather than passively learning about it, which causes the information to stick more easily in their brain.

6. Cognitive Load Reduction

Stories can reduce cognitive load by organizing information in a coherent structure, making it easier to process. We all know the feeling you get when you’ve been given a ton of new information, it can feel like it’s gone in one ear and out the other. Sweller’s Cognitive Load Theory suggests that well-structured narratives can help manage intrinsic and extraneous cognitive load, facilitating better learning.

So there you go: not only do we prefer hearing stories because we find them more entertaining, they are scientifically proven to help us learn better, and remember with greater ease. 

Sources:

Maroun, Mouma, and Shlomo Wagner. “Oxytocin and Memory of Emotional Stimuli: Some Dance to Remember, Some Dance to Forget.” Biological Psychiatry, vol. 79, no. 3, 203–212.

Radvansky, Gabriel A., et al. “A Novel Study: Investigating the Structure of Narrative and Autobiographical Memories.” Memory, vol. 13, no. 8, 796–814. https://psycnet.apa.org/record/2005-15949-002.

Rubin, David C., and Daniel L. Creenberg. “The Role of Narrative in Recollection: A View from Cognitive Psychology and Neuropsychology.” In Gary D. Fireman, Ted E. McVay, and Owen J. Flanagan (eds), Narrative and Consciousness: Literature, Psychology and the Brain. New York, 2003; online edn, Oxford Academic, 22 Mar. 2012. https://academic.oup.com/book/2105/chapter-abstract/142033945?redirectedFrom=fulltext.

Schreiner, Christof, et al. “Argument Strength and the Persuasiveness of Stories.” Discourse Processes, vol. 55, no. 4, 371-386, p. 373. https://www.tandfonline.com/doi/pdf/10.1080/0163853X.2016.1257406.

Speer, Nicole K., et al. “Reading Stories Activates Neural Representations of Visual and Motor Experiences.” Psychological Science, vol. 20, no. 8, 2009, p. 989-999. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC2819196/.

Sweller, John. “Cognitive Load Theory.” Psychology of Learning and Motivation, vol. 55, 2011, Elsevier Inc., p. 37-76.

Zak, Paul J. “Why Inspiring Stories Make Us React: The Neuroscience of Narrative.” Cerebrum, no. 2, 2015. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4445577/#:~:text=He%20organized%20and%20administers%20the,the%20brain's%20%E2%80%9Cmoral%20molecule.%E2%80%9D.