Abstract
Storytelling is frequently discussed in the experience literature, yet this literature rarely deals with consumption of stories per se. Here, we argue that absorption is a central aspect of both experiences and story consumption. Because this state of mind is assumed to facilitate changes in attitudes, beliefs, and behavior, it is highly relevant for marketers to understand the antecedents of absorption. The purpose of our study is to empirically examine (1) a set of theoretical factors likely to have an impact on story absorption and (2) assess the consequences of absorption for a set of typical outcome variables in marketing research. The main findings were that empathy and sympathy for story characters contribute positively to story absorption, and we discuss the implication of this for marketing of experiences – particularly for offers involving face-to-face encounters between customers and firm representatives