Anne Hamby, associate professor of marketing, and her co-authors Jelena Pokimica, Angela Minichiello, Krishna Pakala, and Eric Jankowski had their paper accepted for publication in the Journal of Macromarketing, according to a Mar. 11 announcement. The paper is titled “Institutional Storytelling as a Catalyst for Identity Transformation and Social Change.”
The research examines institutional storytelling, which shifts focus from brands telling stories to consumers toward encouraging consumers to share their own experiences. This approach explores how personal storytelling can influence both individual identity and broader social perceptions.
“Most storytelling research looks at brand-driven narratives,” Hamby said. “But we’re flipping that around to ask: what happens when you get people to share their own experiences?”
The study combined conceptual analysis with a case study involving graduate students in science, technology, engineering, and mathematics (STEM). These students participated in workshops and live storytelling events. The researchers then assessed how these stories affected both the storytellers themselves and those who listened.
Findings indicated that audience members were more likely to view people in STEM fields as relatable after hearing their stories. The act of sharing personal challenges or experiences was found to reinforce the storyteller’s sense of identity while also challenging stereotypes within society.
Hamby said the significance of this work is rooted in its impact on individuals: “Science and moving fields forward are important,” she said. “But at the end of the day, it’s about how people see themselves and where they feel like they belong in this world.”
