Stories Change Goals

Narratives typically consist of protagonists pursuing goals. … Not only do readers of a narrative process protagonists’ goals in order to understand the story, but they may also appropriate those goals as their own. … There is ample evidence of increased accessibility of goal-related information (com- pared to neutral information) in narrative processing. …

The studies reported here yielded results consistent with the hypothesis that embedding a concept in a narrative is more likely to activate a goal than is priming that same concept out of narrative context. Specifically, embedding the concept of high achievement in a narrative led to greater post-delay behavioral assimilation than did priming the same concept in a non-narrative context, and lower post-fulfillment accessibility. … Narrative processing involves fitting the semantic information presented in a story into a situation model that is centrally structured around goals, and this processing serves to activate that goal. …

Cues that signal expended effort in the pursuit of goals increase the accessibility of goal-related information and increase goal-pursuit. In one study, for example, they had participants watch a short animated film in which a protagonist (a ball) tries to get a kite out of a tree for another character. In different versions of the film, the ball expends more or less effort in attempting to retrieve the kite. When participants were later asked to help the experimenter, those exposed to a more effortful protagonist were more helpful. …

There is growing recognition of the importance and effectiveness of narrative communication techniques in public service domains, such as health-related behavior change. (more)

You may see this as a good thing if you see yourself as a story-teller changing the goals of others. You may see more cause for concern if you see yourself as a story-reader whose goals are being changed by story-tellers.

I also consider this to be weak evidence that stories tend to put people in a more far mental mode.

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