The Impact of Single Versus Multiple Narrating Voices in Persuasive Videos

We posit that in an initial exposure to a broadcast video, having more voices narrate a message facilitates consumers’ attention and processing of the message, thereby increasing persuasion. Results from four studies, including two large-scale datasets and two experiments, provide support for the effect and show its boundary conditions.


Hannah H. Chang, Anirban Mukherjee, and Amitava Chattopadhyay (2021) ,"The Impact of Single Versus Multiple Narrating Voices in Persuasive Videos", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 388-389.


Hannah H. Chang, Singapore Management University
Anirban Mukherjee, Cornell University
Amitava Chattopadhyay, INSEAD, Singapore


NA - Advances in Consumer Research Volume 49 | 2021

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