Department of Marketing Assistant Professor Anne Hamby has been published in the Journal of the Academy of Marketing Science, a journal on the Financial Times 50 List with one of the highest impact factors among marketing journals.
Hamby and her coauthors published the “Verbal persuasion in marketing: A multimethod meta-analysis of analytics and narrative processing.” Their paper explores how customers process persuasive messages through two approaches: analytical (logic-based) or narrative (story-based). There is limited understanding of what influences these approaches, particularly how communication format (written vs. audio) and product type (pleaser-focuses vs. practice) impact them.
To address this, Hamby and her colleagues produced three different studies:
- A meta-analysis showing how different factors affect analytical and narrative processing, considering the influence of communication format and product type.
- A survey of marketing professionals that compared their expectations from their findings, revealing gaps in understanding
- An experiment testing the effects of combining analytical and narrative messaging.
Their research provides new insights into verbal persuasion and suggested areas for further research.