How much is a character worth in a storytelling narrative? Storytelling as a factor reducing sales transaction costs

Neuromarketing research has been gaining popularity in the recent years. Along with the development of neurosciences, trading companies are reaching for neuroimaging more and more frequently in order to find the answer to the question how to influence the purchaser to minimalize costs and maximise profits. Results of neuromarketing research point to the fact that by means of an appropriately formulated message, authors of a message are capable of reaching a potential customer efficiently and reduce the costs of sale. The EEG test described in the article indicates differences in the obtained results depending on the construction of a presented message.