Evoking Altruistic Behaviours: The Effects of Storytelling in Different Narrative Modes

Charities often use storytelling to communicate, connect with people and evoke unselfish concern for others. Personal resonance and narrative transportation are recognised as mechanisms for storytelling's impact on altruism, yet little is known about the effect of different narrative modes on these relationships. An online survey required participants ( n = 338) to read a story of a person experiencing homelessness in one of three different narrative modes: first-, second- and third-person narration, and measured respondents’ personal resonance, narrative transportation, emotions and altruistic behaviours towards others. The results confirm that personal resonance and narrative transportation lead to altruistic behaviours, yet the extent and nature of the impact are moderated by the way a story is told. Stories evoke altruistic behaviours either through narrative transportation (first-person narrative), personal resonance (second-person narrative) or both (third-person narrative). This research enhances the existing literature on the prosocial effects of storytelling. By employing narratological lenses and positioning theory, the study explores how narrative mode moderates the influence of personal resonance and narrative transportation on altruistic behaviours. The insights gained from this research can aid charity organisations in effectively utilising stories as a means of encouraging customers to adopt altruistic behaviours for the betterment of others.