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The article describes the Annual Conference of the Association for Consumer Research (ACR) held in Tucson, Arizona from October 10 to 13, 1996, focusing on research papers that were presented including" The Positive Effects of Narrative Thought in Response to Advertising," by Jennifer Edson Escalas," Postmodern Consumer Research Narratives: Problems in Construct Definition, Structure, and Classification," by Barbara Stern, and" Stories and Selling: The Narrative Strategies of Direct Sales Agents," by Kent Grayson.