Boosting persuasion: The attention benefits of multiple narrating voices

Boosting persuasion: The attention benefits of multiple narrating voices

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...

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Main Authors: CHANG, Hannah H., MUKHERJEE, Anirban, CHATTOPADHYAY, Amitava
格式: text
語言:English
出版: Institutional Knowledge at Singapore Management University 2023
主題:
Products
marketing
persuasion
marketing video
voice numerosity
Broadcast and Video Studies
Business and Corporate Communications
Marketing
在線閱讀: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
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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

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