Matthias Glaser

Consumer Behavior

Narratives (storytelling)

Organizational Networks (B2B)

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.

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

Journal of Advertising (2022)