Publication Type
Conference Proceeding Article
Version
publishedVersion
Publication Date
2-2022
Abstract
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).
Discipline
Marketing
Research Areas
Marketing
Publication
Proceedings of the 52nd Annual Conference of the Association for Consumer Research, ACR2021, Virtual Conference, October 8-30
Volume
49
First Page
388
Last Page
389
Publisher
Association for Consumer Research
City or Country
Duluth, MN
Citation
CHANG, Hannah H.; MUKHERJEE, Anirban; and CHATTOPADHYAY, Amitava.
The impact of single versus multiple narrating voices in persuasive videos. (2022). Proceedings of the 52nd Annual Conference of the Association for Consumer Research, ACR2021, Virtual Conference, October 8-30. 49, 388-389.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/6975
Creative Commons License
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