Boosting persuasion: The attention benefits of multiple narrating voices

Boosting persuasion: The attention benefits of multiple narrating voices

The "Voice Numerosity Effect”: When hearing different voices narrating a marketing video facilitates persuasion. In a forthcoming paper in the Journal of Marketing Research, we investigate the role of voice (narrator) numerosity in marketing videos (Chang, Mukherjee, and Chattopadhyay 2022). Fo...

Full description

Saved in:
Bibliographic Details
Main Authors: CHANG, Hannah H., MUKHERJEE, Anirban, CHATTOPADHYAY, Amitava
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2023
Subjects:
Products
marketing
persuasion
marketing video
voice numerosity
Broadcast and Video Studies
Business and Corporate Communications
Marketing
Online Access:https://ink.library.smu.edu.sg/lkcsb_research/7172
https://ink.library.smu.edu.sg/context/lkcsb_research/article/8171/viewcontent/2023_02_boosting_persuasion_the_attention_benefits_of_multiple_narrating_voices_pvoa.pdf
Tags: Add Tag
No Tags, Be the first to tag this record!
Institution: Singapore Management University
Language: English
Description
Summary:The "Voice Numerosity Effect”: When hearing different voices narrating a marketing video facilitates persuasion. In a forthcoming paper in the Journal of Marketing Research, we investigate the role of voice (narrator) numerosity in marketing videos (Chang, Mukherjee, and Chattopadhyay 2022). For example, consider the following two real-life examples: a product video introducing Apple’s AirPods Max had two narrating voices while a product video introducing Apple’s new Macbook Pro had a single narrating voice. Does the difference in the number of narrating voices influence consumers’ attention and subsequent behaviour?

Similar Items