That’s because people don’t think in terms of information. They think in terms of narratives. But while people focus on the story itself, information comes along for the ride.

Narratives are inherently more engrossing than basic facts. They have a beginning, middle, and end. If people get sucked in early, they’ll stay for the conclusion. […] You started down a path and you want to know how it ends. Until it does, they’ve captured your attention.

Take the story of the coat my cousin bought from Land’s End.

-Contagious, p.181