The following is adapted from The Story Effect by Danielle Krischik.
We tend to think we love certain shows, books, or speeches because they’re “interesting.” Neuroscience says otherwise. Behind every story that grips us is a chemical sequence designed by evolution to make us care, pay attention, and act.
At the center of that response is oxytocin—the neurochemical tied to care, connection, and empathy. Often called the “trust hormone,” oxytocin helps us emotionally attach to characters and step into their experience as if it were our own. When a narrative activates this pathway, we don’t just understand a character—we feel what they feel.
Think about Tony Soprano. Despite being a violent, deeply flawed mob boss, millions of viewers connected with him. The show tapped into universal emotions: family tensions, personal contradictions, the weight of responsibility. Those moments hit our emotional memory and create what neuroscientist Dr. Paul Zak calls immersion—a state where we’re fully cognitively and emotionally engaged. That immersion is why we watch the next episode, tell a friend, or even buy the merch. Our brains aren’t passive observers; they’re responding chemically.
But oxytocin is only half the equation. The other major player is dopamine, the neurotransmitter tied to anticipation, motivation, memory, and reward. Stories release dopamine whenever we encounter tension, uncertainty, or the promise of something meaningful. It’s the spark that keeps us leaning in.
The Sopranos mastered this too—from its music choices to cliffhanger endings, narrow escapes, and unexpected wins. Each high-stakes moment delivered a small dopamine reward that kept viewers hooked and eager for what came next.
This chemistry doesn’t just make stories enjoyable; it makes them memorable. It’s why advertisers rely on tension, emotional beats, celebrity faces, and big promises. Dopamine enhances recall. Oxytocin enhances connection. Together, they influence what we buy, share, and believe.
For leaders and storytellers, Zak’s research offers a crucial lesson: people’s stated “liking” of a message often means nothing. A company town hall might earn glowing reviews while inspiring zero real change. Humans routinely say they liked something while taking no action at all.
Action only happens when the brain experiences both attention and emotion.
That’s why impactful communication requires stories with vivid detail, real feelings, and meaningful stakes. Hope, fear, obstacles, humor, personal anecdotes—these aren’t artistic flourishes. They are biological triggers. When used well, they release oxytocin and dopamine in a way that activates decision-making and behavior change.
Zak’s research put this to the test in 2009, when his team monitored the neural activity of hundreds of people exposed to emotionally charged stories versus purely factual ones. The findings confirmed what great storytellers have always intuitively known: facts inform, but emotion moves.
…
For more insights on using stories to inspire real-world action, you can find The Story Effect on Amazon.
Danielle Krischik is a master storyteller, executive advisor, and partner at Knight Agency, a marketing company based in Orlando, Florida, and Kansas City, Missouri, that builds business through human connection. With a background in story strategy and corporate communications, Danielle has worked with Fortune 500 companies and rising entrepreneurs alike. She is the creator of The Story Effect, an award-winning podcast and proven framework that transforms the way leaders communicate and connect. A former ballerina, Danielle still takes the stage as a speaker and leads storytelling workshops, helping people understand the power of stories to create connection and drive performance.