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