Brand-Consumer Storytelling Theory and Research, Special issue of Psychology & Marketing, Edited by Arch Woodside; Deadline 15 Sep 2008

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Special Issue
Psychology & Marketing
Call for Papers

Brand-Consumer Storytelling Theory and Research

Submission Deadline: September 15, 2008

Psychology & Marketing invites submission of manuscripts for a special issue focusing on brand-consumer storytelling theory and research. Both brands and consumers tell stories. Stories enable consumers to enact myths and fulfill archetypal forces. Stories move consumers to action. Marketing strategists frequently portray brands as critical props, tools, and partners that enable consumers to achieve Aristotle’s “proper pleasure”—the emotional high consumers experience and relive in retelling stories that include “What happens in Vegas, stays in Vegas,” Coca-Cola’s Mean Joe-Green and young boy exchanges, and Abercrombie and Fitch’s youth+angst+sex visual-vocal narratives (e.g., go to and click on “A&F NEW FACES”).

Individuals process, store, retrieve, and use information particularly well within stories versus lectures (Adaval & Wyer, 1998; Escalas & Stern, 2003; Fournier, 1998; Holt, 2004; Rapaille, 2004; Wells, 1988; Woodside, 2008). Personal introspection and interpretations by mentors/experts of the stories that individuals tell others and among themselves serve as sensemaking tools. Storytelling is pervasive and powerful at both implicit and explicit levels of thinking. This call for papers is an invitation to authors to contribute advances to the existing brand-consumer storytelling literature (e.g., see references in this call) and/or offer new theories and positivistic, existential phenomenological or post-modern empirical studies that increase understanding of brand-consumer storytelling.

Arch G. Woodside, Boston College, is serving as the Guest Editor for this special issue. Manuscripts prepared in APA style using MS-WORD should be submitted electronically to him at: Prior to submission, ensure that your manuscript complies with the preparation guidelines for Psychology & Marketing as detailed under “Instructions to Authors” on the web or journal hardcopy. The deadline for submission is September 15, 2008.


Adaval, R., & Wyer R.S. (1998). The role of narratives in consumer information processing. Journal of Consumer Psychology, 3, 207-245.

Escalas, J.E. & Stern, B.B. (2003). Sympathy and empathy: Emotional responses to advertising dramas. Journal of Consumer Research, 29, 566-578.

Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24, 343-374.

Hirschman, E. (2000b). Heroes, monsters, and messiahs. New York: Andrews McMeel.

Holt, D.B. (2004). How brands become icons. Cambridge, MA: Harvard University Business School Press.

Rapaille, C. (2004). Breaking the code of luxury. Archetype Discoveries Worldwide, March 5.

Wells, W.D. (1988). Lectures and dramas. In Cognitive and affective responses to advertising, eds. P. Cafferta and A. Tybout. Lexington, MA: Lexington Books, 13-20.

Woodside, A.G. (2008). When consumers and brands talk: Storytelling theory and research in psychology and marketing. Psychology & Marketing, 25, 99-147.