时间：2021年5月28日（周五）上午 10：30-12：00

地点：zoom线上平台（若有意参会，请将参会请求通过电子邮件发送至: shyang2018@nsd.pku.edu.cn以获取会议链接）

主讲人：Hannah H. CHANG,  Singapore Management University

题目：The Persuasive Impact of Single versus Multiple Narrator Voices in Video Marcomm

摘要：

We posit that more voices narrating an ad message encourages consumers’ processing of the message in a video ad, thereby facilitating persuasion. Results from four studies— including two large-scale datasets with over 11,000 product videos and 1,600 global ads as well as two experiments (plus replications) with over 1,900 participants—provide support for the hypothesized effect. We show that the hypothesized effect (1) has consequential, economic implications in real-world settings, (2) is more pronounced when consumers have the capacity to process the ad message, and (3) applies mainly to consumers who tend to enjoy and engage in effortful cognitive endeavors.

主讲人简介：

Dr. Hannah H. Chang is Associate Professor of Marketing at Lee Kong Chian School of Business (LKCSB), Singapore Management University (SMU). She is Director of PhD Programmes (Research) at LKCSB, SMU. Her research interests include consumer behavior, the influence of affect (mood and feelings) on consumer decision making, and information processing. Her recent research efforts examine consumer behavior with respect to emerging digital technologies, as well as their strategic marketing and public policy implications. Her work has appeared in leading journals, including Journal of Consumer Research, Journal of Marketing Research, and Psychological Science. Dr. Chang has developed and taught numerous courses spanning undergraduate, MSc, MBA, PhD, and DBA programs. She is frequently recognized for teaching excellence in the various programs since joining SMU in 2008. She holds a PhD in Marketing and MPhil in Marketing from the Graduate School of Business, Columbia University, and a BA in Economics from University of California, Irvine.