Tom van Laer

Tom van Laer is an Associate Professor of Marketing and Deputy Head of Discipline, Research at The University of Sydney Business School. He is globally recognized as the leading expert in storytelling and narrative persuasion, currently occupying the top position on Elsevier's SciVal top 100 list for the most-cited researchers in this domain. His academic journey includes a BA and MA from Nijmegen and a PhD from Maastricht University.

Dr. van Laer's research explores storytelling, persuasion, and messaging through an interdisciplinary approach that bridges behavioral experiments, quantitative modeling, and interpretive research. His work spans narrative transportation theory, consumer reviews analysis, digital storytelling, and the psychological mechanisms behind how stories influence consumer behavior. He has developed influential frameworks including the Extended Transportation-Imagery Model and narrative agency theory, with particular expertise in analyzing how stories shape responses to climate change communications and social conflict narratives.

His publication record features articles in the most prestigious academic journals including the Journal of Consumer Research (where he serves as Area Editor), Journal of the Academy of Marketing Science, Journal of Business Ethics, Journal of Management Information Systems, and International Journal of Research in Marketing. His recent work shows a strong trend toward meta-analyses of narrative effects, climate change communication, and the psychological mechanisms of 'bleed' between fictional experiences and real-world behavior.

Dr. van Laer is an active media commentator whose research has garnered extensive global coverage across Australia, France, Germany, the Netherlands, the UK, and the US, including national television and radio interviews. His media engagement focuses on storytelling in political campaigns, social media marketing, and the psychological impact of narratives in consumer contexts.

He teaches MKTG3121 Advertising: Persuasive Principles and MKTG6006 Persuasive Advertising: Illuminating Dark Art, and has received recognition for both research and teaching excellence. His professional affiliations include the Association for Consumer Research, Australian Marketing Institute, Australian & New Zealand Marketing Academy, and International Society for the Study of Narrative.

Dr. van Laer is a member of several university research centers including the Sydney Centre for Healthy Societies, Sydney Environment Institute, and Charles Perkins Centre, where he contributes his expertise in narrative persuasion to interdisciplinary research on societal challenges.