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Thursday 18 September 2014

How the films you’ve seen influence your choice of dog

Tom van Laer, Assistant Professor of Marketing at ESCP Europe, published research on 'narrative transportation' in 2013; specifically, the idea that stories have the power to change consumer's behaviour.

This fascinating research has contributed to and generated a great deal of conversation, and this time we look at how the breeds of dogs used in films affect our choices when getting a new pet - and why.

From his contribution to a blog on The Conversation:

"The results can be seen as representative of the general great impact of film on trends," observes Tom van Laer, consumer researcher at ESCP Europe Business School. Indeed, a similar tendency is evident in the way numerous babies have been named after characters from the Marvel films, the Harry Potter series and television shows such as Game of Thrones and Breaking Bad.

In a recent article, van Laer writes about 76 different studies, which together show that individuals more thoroughly transported into the world of a narrative are more likely to adopt the outlooks and principles of the story.

Many of the films in which dogs play the central part are intended for children. Van Laer said that "under seven or eight years, immersion in fictional narratives is achieved more easily and thoroughly by children". He emphasised that stories are central to children’s development and such immersions in fictional worlds in childhood have deeper and more lasting effects.

You can read the rest of the article by visiting The Conversation.

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