BEGIN:VCALENDAR
VERSION:2.0
PRODID:-//132.216.98.100//NONSGML kigkonsult.se iCalcreator 2.20.4//
BEGIN:VEVENT
UID:20250929T181356EDT-5352KOvXOo@132.216.98.100
DTSTAMP:20250929T221356Z
DESCRIPTION:Dr. Brent McFerran\n\nSimon Fraser University\n\nLimiting Acces
 sibility: How Targeting Consumers with Disabilities Constrains Acceptable 
 Prices for Innovations \n\nDate: Friday\, September 26\, 2025\n	Time: 10:30
  am-12:00 pm EST\n	Location: Bronfman building\, room 245\n\nAll are cordia
 lly invited to attend.\n\n\nAbstract:\n\nBusiness professionals often prom
 ote themselves through stories of success\, yet in contrast to prevailing 
 intuition\, our research demonstrates that stories of failure can be more 
 persuasive. Across nine studies in laboratory\, field\, and online setting
 s\, we show that failure stories can outperform success stories in driving
  consumer support—measured via clicks\, votes\, and behavioral intentions.
  We adopt a protagonist-centered approach to narrative persuasion\, theori
 zing that stories influence persuasion via social judgments of the storyte
 ller. Out findings show that failure stories enhance persuasion when the f
 ailure is not caused by a moral violation\, is outside the speaker’s contr
 ol\, leads to eventual success\, and results in a relationally-oriented le
 sson. These stories work by increasing audience perceptions of the speaker
 ’s likeability. Our findings extend narrative persuasion theory by shiftin
 g focus from plot-based mechanisms to character-based evaluations\, and pr
 ovide practical guidance for individuals seeking to persuade through story
 telling in business contexts.\n
DTSTART:20250926T143000Z
DTEND:20250926T160000Z
LOCATION:Room 245\, Bronfman Building\, CA\, QC\, Montreal\, H3A 1G5\, 1001
  rue Sherbrooke Ouest
SUMMARY:9IÖÆ×÷³§Ãâ·Ñ Institute of Marketing (MIM) Seminar: Dr. Brent McFerran 
URL:/desautels/channels/event/mcgill-institute-marketi
 ng-mim-seminar-dr-brent-mcferran-367791
END:VEVENT
END:VCALENDAR