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Matthias Glaser

Consumer Behavior

Narratives (storytelling)

Organizational Networks (B2B)

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Featured Publications

(Un) Bothered by the Story’s Ambiguity:

How Individual Differences in Consumers’ Need for Closure Affect Transportation and Brand Attitude in Narrative Ads

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Journal of the Association for Consumer Research (2024)

Don’t Lose Your Product in
Story Translation: How Product–Story Link in Narrative Advertisements Increases Persuasion

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Journal of Advertising (2022)

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© 2024 by Matthias Glaser

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