Here is a link to an article "In Film and in Life, The Story is King". I found this paragraph a great summary.
....the stories that drive professional life — the narrative that is part of pitches, résumés, introductions and every conversation about business goals and achievements — work best when they are grounded in emotion. By and large, they require a hero. Dramatic tension and even a few props help.
There is no scientific data included in the article; it is what one man has determined after a lifetime of work in the entertainment business. He espouses the power of story and cites examples of how stories are used, especially in persuasion. He concludes we all use stories but those who take more care and use them purposefully get better results. Take a quick read, it is a short article.
http://www.nytimes.com/2011/02/27/business/27steal.html?_r=2&src=busln
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