“Aha! I knew that voice sounded familiar!”: Recognizing a non-identified voice-over endorser increases ad enjoyment via moments of insight

Abstract

Brands often use celebrities to narrate advertisements without explicitly featuring or identifying them. While such non-identified voice-over (NIVO) endorsements are common, little research has considered consumer responses to these advertisements. The present research demonstrates that when consumers recognize a NIVO endorser’s voice, the recognition process can spark a sudden moment of insight referred to as an Aha! experience. This insightful process enhances both viewers’ enjoyment of the advertisement and their evaluations of the promoted brand. These positive effects of NIVO endorser recognition are demonstrated not only compared to those who do not recognize the NIVO endorser’s voice, but also relative to consumers who view more traditional forms of advertising (non-endorsements and ads with explicitly identified endorsers). This research contributes to theory by demonstrating how brands can benefit from using NIVO endorsement strategies in their advertising and by highlighting a novel way brands can help consumers experience moments of insight.