The impact of social crowding on preferences for narrator perspective in advertising (first person vs. third person)

2026 Preprint Open access

Read full text
Authors: Gong, Renyu
DOI: 10.17605/osf.io/3d8qc
Cited by: 0

Abstract

Testing Hypothesis H1: In a crowded scenario, consumers prefer third-person (vs. first-person) narratives in advertisements.

Fields of Study & Subjects

Media Influence and Health Marketing and Advertising Strategies Digital Marketing and Social Media

Publication details

Publication date
1 January 2026
Document type
Preprint