Publication Type

Journal Article

Version

publishedVersion

Publication Date

2-2023

Abstract

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?

Keywords

Products, marketing, persuasion, marketing video, voice numerosity

Discipline

Broadcast and Video Studies | Business and Corporate Communications | Marketing

Research Areas

Marketing

Publication

California Management Review

Volume

65

Issue

1

First Page

1

Last Page

9

ISSN

0008-1256

Publisher

SAGE Publications

Copyright Owner and License

Publisher

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