The impact of single versus multiple narrating voices in persuasive videos

• Main Authors: CHANG, Hannah H., MUKHERJEE, Anirban, CHATTOPADHYAY, Amitava
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2022
• Subjects: Marketing
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/6975; https://ink.library.smu.edu.sg/context/lkcsb_research/article/7974/viewcontent/acr_vol49_3000755.pdf
• Institution: Singapore Management University

Broadcast videos often visually depict a product with one or more narrators providing the voice-over to discuss its features and benefits. Examples of broadcast videos include product videos and video advertising, which have become increasingly prevalent and important in consumer decision making in today’s marketplace (Think with Google 2019). Despite the importance of sound and voice on people’s behavior, existing research has placed relatively little emphasis on understanding the influence of narrator’s voice in effective communications (cf. Dahl 2010).