Designing persuasive voiceover narration in crowdfunding videos
Across four studies (real-world datasets and controlled experiments), we find that consumers who heard a persuasive message voiced by multiple narrators (vs. one narrator) would be more receptive to the new product in crowdfunding videos and video ads.
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| Main Authors: | , , |
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| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
2022
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| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/6980 https://ink.library.smu.edu.sg/context/lkcsb_research/article/7979/viewcontent/designing.pdf |
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| Institution: | Singapore Management University |
| Language: | English |