Boosting persuasion: The attention benefits of multiple narrating voices

• المؤلفون الرئيسيون: CHANG, Hannah H., MUKHERJEE, Anirban, CHATTOPADHYAY, Amitava
• التنسيق: text
• اللغة: English
• منشور في: Institutional Knowledge at Singapore Management University 2023
• الموضوعات: Products; marketing; persuasion; marketing video; voice numerosity; Broadcast and Video Studies; Business and Corporate Communications; Marketing
• الوصول للمادة أونلاين: https://ink.library.smu.edu.sg/lkcsb_research/7172; https://ink.library.smu.edu.sg/context/lkcsb_research/article/8171/viewcontent/2023_02_boosting_persuasion_the_attention_benefits_of_multiple_narrating_voices_pvoa.pdf
• المؤسسة: Singapore Management University

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). Fo...