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<p>Customers process persuasive verbal messages through analytical or narrative routes. Extant marketing research offers limited findings regarding the relative effectiveness of different communication antecedents to these routes; neither does it sufficiently specify if and how communication modalities (written vs. audio) and product/service type (hedonic vs. utilitarian) moderate their impact. To address this gap, the current article presents the results of a multimethod investigation. With a meta-analysis, Study 1 establishes the differential effects of antecedents on analytical and narrative processing and the moderating roles of both modality and product/service type. Study 2 gathers the expectations of marketing professionals to provide a comparison with the meta-analytic findings, highlighting areas of misalignment and a relevant managerial question pertaining to the effects of blended analytical–narrative messages. Study 3 addresses this relevant question with an experimental approach. The combined results offer novel insights into verbal persuasion and suggest several directions for research.</p>

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Verbal persuasion in marketing: A multimethod meta-analysis of analytical and narrative processing

  • 期刊论文

  • 出版模式：

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  • 发表日期：

    2025年3月20日

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  • Davide C. Orazi,
  • Anne Hamby,
  • Dennis Herhausen,
  • Tom van Laer,
  • Stephan Ludwig,
  • Chahna Gonsalves,
  • Dhruv Grewal

摘要

Customers process persuasive verbal messages through analytical or narrative routes. Extant marketing research offers limited findings regarding the relative effectiveness of different communication antecedents to these routes; neither does it sufficiently specify if and how communication modalities (written vs. audio) and product/service type (hedonic vs. utilitarian) moderate their impact. To address this gap, the current article presents the results of a multimethod investigation. With a meta-analysis, Study 1 establishes the differential effects of antecedents on analytical and narrative processing and the moderating roles of both modality and product/service type. Study 2 gathers the expectations of marketing professionals to provide a comparison with the meta-analytic findings, highlighting areas of misalignment and a relevant managerial question pertaining to the effects of blended analytical–narrative messages. Study 3 addresses this relevant question with an experimental approach. The combined results offer novel insights into verbal persuasion and suggest several directions for research.