From the article:
Telling stories is a universal phenomenon of ancient origins—it is the heart of our humanity. Every culture continues to weave narratives and enhance the spoken word with ritual, drama, dance, song, and music. The most memorable stories touch our emotions. They allow us to vicariously experience a character’s moods and motives, and connect with recognizable social interactions. Narratives engage our robust capacity for imagination and empathy. They can persuade or motivate us to act. The more we identify with the character(s) and are familiar with the setting or events, the more we absorb the meaning and remember the message or moral. This is why learning is facilitated more through storytelling than listing facts.