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
Citation
CHANG, Hannah H.; MUKHERJEE, Anirban; and CHATTOPADHYAY, Amitava.
Boosting persuasion: The attention benefits of multiple narrating voices. (2023). California Management Review. 65, (1), 1-9.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/7172
Copyright Owner and License
Publisher
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
External URL
https://cmr.berkeley.edu/2023/02/boosting-persuasion-the-attention-benefits-of-multiple-narrating-voices/
Included in
Broadcast and Video Studies Commons, Business and Corporate Communications Commons, Marketing Commons