The purchase is the last step of

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) to participate in a destiny. The increase in social complexity also has repercussions on the meanings and expectations connected to sales and consumption practices: not only products are sold but also results, ideas, explicit and latent values. This is why storytelling marketing is no longer limited to persuading consumers to purchase, but must first and foremost aim to build their trust over time .


The purchase is the last step of a process that is divided into several steps: identification, recognition, involvement, sharing. Storytelling Marketing: The 3 Historical Phases Goods have always been elements of status, turkey phone number list tools through which to communicate one's belonging to a class or a certain lifestyle. Three different phases can be identified depending on the different historical periods: The first is that of mass consumption from the end of the nineteenth century to the end of the Second World War.


In this period consumption is ostentation and the stories of this period are status fairy tales . The second phase goes from the Second World War to the end of the 20th century and is characterized by a strong democratization of the purchase of durable goods (cars, household appliances, televisions) and then by a subjectivation of consumption that becomes hedonism.