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Application of Script Theory to Service Encounters in Marketing Communications

Springer Nature, (2015), 365
DOI: 10.1007/978-3-319-17320-7_98
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Abstract

Script theory, which has emerged from psycholinguistics and cognitive psychology, involves the analysis of the content of stories in term of scripts and schemata, in such a way that facilitates prediction of communication outcomes.

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Stainforth, G. (2015). Application of Script Theory to Service Encounters in Marketing Communications. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (p. 365). Springer Nature. https://doi.org/10.1007/978-3-319-17320-7_98

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