 People have been telling stories that are passed on for thousands of years. Why is that? Hearing stories triggers emotions by activating brain parts associated with movement, sight, taste, and sound. Like watching movies or reading books, hearing stories allows us to feel part of an experience without actually being there. Sad, exciting, and emotional movies or books can transport us into the world of the story. This influences our emotional brains. And it is our emotional brains that help us make our purchase decisions.