More voices persuade: The attentional benefits of voice numerosity

• Main Authors: CHANG, Hannah H., MUKHERJEE, Anirban, CHATTOPADHYAY, Amitava
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2023
• Subjects: voice; voice numerosity; videos; persuasion; marketing communications; sensory marketing; crowdfunding; advertising; Advertising and Promotion Management; Marketing
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/7093; https://ink.library.smu.edu.sg/context/lkcsb_research/article/8092/viewcontent/EXPRESS__More_Voices_Persuade__The_Attentional_Benefits_of_Voice_Numerosity.pdf
• Institution: Singapore Management University

The authors posit that in an initial exposure to a broadcast video, hearing different voices narrate (in succession) a persuasive message encourages consumers’ attention and processing of the message, thereby facilitating persuasion; this is referred to as “the voice numerosity effect.” Across four...