Description of Stanford Business School Video: When people think of advocating for their ideas, they think of convincing arguments based on data, facts, and figures. However, studies show that if you share a story, people are often more likely to be persuaded. And when data and story are used together, audiences are moved both intellectually and emotionally. When telling a story, you take the listener on a journey, moving them from one perspective to another.

A social psychologist, Jennifer Aaker is the General Atlantic Professor of Marketing at Stanford University’s Graduate School of Business. Her research spans time, money and happiness. She co-authored the award-winning book, “The Dragonfly Effect: Quick Effective Powerful Ways to Harness Social Media for Impact.” A recipient of the Distinguished Teaching Award, Citibank Best Teacher Award, and George Robbins Best Teacher Award, she teaches courses like Social Brands, Designing Happiness, and How to Tell a Story.

Aaker received her PhD in Marketing, PhD Minor in Psychology, from the Stanford Graduate School of Business. She earned her BA in Psychology from the University of California, Berkeley.