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

External URL

https://acrwebsite.org/volumes/v49/acr_vol49_3000755.pdf

Included in

Marketing Commons

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