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Full-Text Articles in Business
More Voices Persuade: The Attentional Benefits Of Voice Numerosity, Hannah H. Chang, Anirban Mukherjee, Amitava Chattopadhyay
More Voices Persuade: The Attentional Benefits Of Voice Numerosity, Hannah H. Chang, Anirban Mukherjee, Amitava Chattopadhyay
Research Collection Lee Kong Chian School Of Business
The authors posit that in an initial exposure to a broadcast video, hearing different voices narrate (in succession) a persuasive message encourages consumers’ attention and processing of the message, thereby facilitating persuasion; this is referred to as “the voice numerosity effect.” Across four studies (plus validation and replication studies)—including two large-scale, real-world datasets (with more than 11,000 crowdfunding videos and over 3.6 million customer transactions, and more than 1,600 video ads) and two controlled experiments (with over 1,800 participants)—the results provide support for the hypothesized effect. The effect (1) has consequential, economic implications in a real-world marketplace, (2) is more …
The Persuasive Design Of Ai-Synthesized Voices, Hannah H. Chang, Anirban. Mukherjee
The Persuasive Design Of Ai-Synthesized Voices, Hannah H. Chang, Anirban. Mukherjee
Research Collection Lee Kong Chian School Of Business
We investigate the impact of AI-based, machine-synthesized narrating voices on consumer cognitions and behavior in media-rich environment. Across four studies (plus pretests), we show that the design of AI voices systematically and predictably affects consumer cognition and behavior. Specifically, the designs of AI voices have differential effects in early versus later stages of consumer purchase journey. In situations where the consumers’ attention is already directed to the message, we find that marcomm with more AI voices generates a smaller proportion of favorable thoughts, which leads to a lower purchase likelihood. These results support our conceptualization that hearing more AI voices …
Designing Persuasive Voiceover Narration In Crowdfunding Videos, Hannah H. Chang, Anirban Mukherjee, Amitava Chattopadhyay
Designing Persuasive Voiceover Narration In Crowdfunding Videos, Hannah H. Chang, Anirban Mukherjee, Amitava Chattopadhyay
Research Collection Lee Kong Chian School Of Business
Across four studies (real-world datasets and controlled experiments), we find that consumers who heard a persuasive message voiced by multiple narrators (vs. one narrator) would be more receptive to the new product in crowdfunding videos and video ads.
Examining The Impact Of Destructive Acts In Marketing Channel Relationships, Jonathan D. Hibbard, Nirmalya Kumar, Lisa W. Stern
Examining The Impact Of Destructive Acts In Marketing Channel Relationships, Jonathan D. Hibbard, Nirmalya Kumar, Lisa W. Stern
Research Collection Lee Kong Chian School Of Business
In virtually all marketing channel relationships, one of the parties eventually will engage in an action that another channel member considers potentially destructive for the relationship. How a particular channel member reacts to such an act has implications for the long-term viability and success of the relationship. On the basis of a large data set collected from both a focal supplier and its independent dealers, the authors classify dealers' responses to a supplier's destructive acts by extending the response 'typology of exit, voice, and loyalty, which is based on Hirschman's seminal writings on responses to decline in organizations and states. …