More Voices Persuade: The Attentional Benefits of Voice Numerosity
研究发现，在广告或宣传视频中让不同声音依次叙述同一信息，能吸引消费者注意力并促进信息加工，从而增强说服效果，对营销人员和广告创作者有直接参考价值。
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 data sets (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 pronounced when the message is easier to comprehend, (3) is more pronounced when consumers have the capacity to process the ad message, and (4) is mediated by the favorability of consumers’ cognitive responses. The authors demonstrate the use of machine learning, text mining, and natural language processing to process and analyze unstructured (multimedia) data. Theoretical and marketing implications are discussed.