Researchers have spent decades trying to understand why some messages stick with audiences while others are ignored. They’ve experimented with humor and anger, trying to figure out what emotions fuel engagement. Narrative connection is increasingly seen as a conduit to persuasion and that’s the focus of this episode of Stats and Stories with guest John Tchernev.

Tchernev is an Assistant Professor of Strategic Communication at Miami University. Before academia, Tchernev worked in Los Angeles on shows like Reba, Class of 3000, and Futurama. His research examines the persuasive power of narratives and satire, audience psychology, and media multitasking.