Publication Type
Journal Article
Version
acceptedVersion
Publication Date
8-2023
Abstract
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 studies (plus validation and replication studies)—including two large-scale, real-world datasets (with more than 11,000 crowdfunding videos and over 3.6 million customer transactions, and more than 1,600 video ads) and two controlled experiments (with over 1,800 participants)—the results provide support for the hypothesized effect. The effect (1) has consequential, economic implications in a real-world marketplace, (2) is more pronounced when the message is easier to comprehend, (3) is more pronounced when consumers have the capacity to process the ad message, and (4) is mediated by the favorability of consumers’ cognitive responses. The authors demonstrate the use of machine learning, text mining, and natural language processing to process and analyze unstructured (multimedia) data. Theoretical and marketing implications are discussed.
Keywords
voice, voice numerosity, videos, persuasion, marketing communications, sensory marketing, crowdfunding, advertising
Discipline
Advertising and Promotion Management | Marketing
Research Areas
Marketing
Publication
Journal of Marketing Research
Volume
60
Issue
4
First Page
687
Last Page
706
ISSN
0022-2437
Identifier
10.1177/00222437221134115
Publisher
American Marketing Association
Citation
CHANG, Hannah H.; MUKHERJEE, Anirban; and CHATTOPADHYAY, Amitava.
More voices persuade: The attentional benefits of voice numerosity. (2023). Journal of Marketing Research. 60, (4), 687-706.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/7093
Copyright Owner and License
Authors
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Additional URL
https://doi.org/10.1177/00222437221134115
