“Get Lost!” Why Losing Yourself in Story is the Best Way to Drive Change

When was the last time you got lost in a story? That desirable, immersive sensation is what psychologists call “narrative transportation.” Transportation is about being completely absorbed into an alternative world, where the story and characters feel real, and its lessons stay with you long after the final page is turned.

It's more than mere entertainment (although that’s there, too). Getting lost in stories is a vehicle for change. When we see ourselves in another reality, our brain is primed to engage in different behaviors and to hold different beliefs.

The effect of transportation combines imagery, emotional connection, and attentional focus. It creates a state where reality fades, and the story’s events and characters become tangible.

When this happens, individuals adopt beliefs that align with the narrative, feel stronger emotional connections to the characters, and are less likely to argue against the story’s messages. Most importantly, whether the story is labeled fact or fiction makes little difference. Story is story.

How Does Transportation Work?

Transportation relies on a story's ability to deeply engage its audience. By presenting relatable characters, vivid imagery, and emotionally compelling narratives, stories invite individuals to mentally and emotionally immerse themselves. This immersion allows people to temporarily suspend real-world contradictions and pre-existing beliefs, making them more receptive to new ideas.

What sets storytelling apart is its capacity to bypass cognitive defenses. Rather than appealing to logic, stories operate on an emotional and experiential level, subtly lowering psychological barriers and reducing defensiveness. Freed from the pressure of logical counterarguments, individuals are more open to considering alternative viewpoints.

This makes storytelling a powerful tool for influencing beliefs and behavior. When people are transported into a narrative, they forge emotional connections with its characters and situations. These connections foster empathy, reduce resistance, and create an environment where new perspectives can be absorbed and integrated, enabling meaningful changes in behavior and mindset.

Why Stories Matter

Behavioral science often aims to shift entrenched attitudes or inspire change in challenging contexts. Facts and logical arguments can only go so far, particularly when addressing deeply held beliefs. Some of the biggest behavior change issues we face in society and business today are rooted in such entrenched belief systems. For example, encouraging widespread adoption of sustainable practices often requires addressing resistance to climate change policies, while improving public health outcomes involves overcoming deeply ingrained habits, such as unhealthy eating or vaccine hesitancy.

Transportation through story is especially effective in situations where logic fails to persuade. For instance, consider vaccine hesitancy. An anti-vaccine parent may reject statistics about disease prevention, but a story about a family grappling with preventable illness could reframe their perspective.

Similarly, a narrative about someone overcoming financial hardship might inspire better money management than a list of budgeting tips. The power of transportation lies in its ability to shape beliefs and behaviors subtly.

 In a commercial context, a customer skeptical of a new product might be more convinced by a testimonial video showing how the product transformed someone’s life than by a comparison chart of features.

The Takeaway

Facts alone fall short. When trying to change behavior and influence your audience, consider offering experiences instead of arguments. Craft stories that don’t just inform but immerse. When your audience gets lost in a story, they open themselves to finding something new—a belief, a perspective, or a reason to act. A truly successful story can be a catalyst for change.

The next time you find yourself getting lost in a story, don’t fight it—because sometimes losing yourself is the best way to find a new perspective, a new belief, or even a new direction. The same is true of your audience – customers, employees, citizens. We should all heed Eminem’s advice: “You better lose yourself in the music, the moment …” Just be sure to keep down your Mom’s spaghetti.