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

Copyright Owner and License

Authors

Additional URL

https://doi.org/10.1177/00222437221134115

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