# How storytelling methods affect persuasion Different impacts of written and oral narration on persuasion process - **Source:** [Journal of Consumer Psychology](https://myscp.onlinelibrary.wiley.com/journal/15327663) - **Published:** 2026-07-24 - **Topic:** [Career Growth](https://brifing.si/c/growth) - **Original article:** - **On Brifing:** https://brifing.si/s/6eb5e7fe-97a9-43ac-a200-9af32bc75dc7 ## The power of storytelling Stories influence not only listeners but also their tellers. New research reveals that the method of narration plays a critical role in this interaction. While oral narration is more effective for audiences, the opposite can be true for storytellers themselves. ## Advantages of written narration Research shows that written storytelling promotes more structured thinking in narrators. This structured thought process leads storytellers to become more immersed in their own stories and believe more strongly in the story's message. ## Oral narration's audience impact For listeners, oral narration proves more effective. Elements like tone, emphasis, and body language help audiences become more engaged with the story, thereby increasing its persuasive power. ## Moderating effect of story tone The study demonstrates that a story's tone (positive/negative) modifies these effects. Narrators tend to make more positive evaluations after telling positive stories and more negative ones after negative stories. ## Role of structured thinking Structured thought processes underlie written narration's effect on storytellers. The act of writing enables more organized expression of thoughts, making narrators more convinced by their own messages. ## Implications for communication research These findings provide new insights into persuasion processes by showing how communication mode affects both listeners and tellers. This discovery has potential applications in education, marketing, and leadership fields. ## Sources covering this story - https://myscp.onlinelibrary.wiley.com/doi/10.1002/jcpy.70029?af=R — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._