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.
Citation:
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.
Authors
Hannah H. Chang, Singapore Management University
Anirban Mukherjee, Cornell University
Amitava Chattopadhyay, INSEAD, Singapore
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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