The Effect of Voice Quality on Ad Efficacy
ABSTRACT Extensive research has examined how to make broadcast advertising as effective as possible. However, one area of advertising that has received little research is the effect of the announcer or spokesperson's voice on consumers’ reactions to the ad or the product being advertised. In th...
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| Veröffentlicht in: | Psychology & marketing 2014-07, Vol.31 (7), p.509-517 |
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| container_title | Psychology & marketing |
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| creator | Wiener, Hillary J. D. Chartrand, Tanya L. |
| description | ABSTRACT
Extensive research has examined how to make broadcast advertising as effective as possible. However, one area of advertising that has received little research is the effect of the announcer or spokesperson's voice on consumers’ reactions to the ad or the product being advertised. In this paper, we examine the effect of the announcer's voice quality, or an overall impression of his or her voice, on consumers’ purchasing intentions for a new service. We find that female listeners are most likely to purchase this service when they hear it advertised by a man who has a creaky voice, but least likely to purchase it when they hear it advertised by a woman with a creaky voice. Other voice qualities produce more moderate results. Men, in contrast, are relatively insensitive to the effect of voice quality. |
| doi_str_mv | 10.1002/mar.20712 |
| format | Article |
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Extensive research has examined how to make broadcast advertising as effective as possible. However, one area of advertising that has received little research is the effect of the announcer or spokesperson's voice on consumers’ reactions to the ad or the product being advertised. In this paper, we examine the effect of the announcer's voice quality, or an overall impression of his or her voice, on consumers’ purchasing intentions for a new service. We find that female listeners are most likely to purchase this service when they hear it advertised by a man who has a creaky voice, but least likely to purchase it when they hear it advertised by a woman with a creaky voice. Other voice qualities produce more moderate results. Men, in contrast, are relatively insensitive to the effect of voice quality.</description><identifier>ISSN: 0742-6046</identifier><identifier>EISSN: 1520-6793</identifier><identifier>DOI: 10.1002/mar.20712</identifier><language>eng</language><publisher>Hoboken: Blackwell Publishing Ltd</publisher><subject>Consumer behavior ; Impact analysis ; Radio advertising ; Studies ; Voice communication</subject><ispartof>Psychology & marketing, 2014-07, Vol.31 (7), p.509-517</ispartof><rights>2014 Wiley Periodicals, Inc.</rights><rights>Copyright Wiley Periodicals Inc. Jul 2014</rights><lds50>peer_reviewed</lds50><woscitedreferencessubscribed>false</woscitedreferencessubscribed><citedby>FETCH-LOGICAL-c3662-3255f19c0942eaa4667f9c913eb90f05f5a70e3f913df9d639c3a93899ad71753</citedby><cites>FETCH-LOGICAL-c3662-3255f19c0942eaa4667f9c913eb90f05f5a70e3f913df9d639c3a93899ad71753</cites></display><links><openurl>$$Topenurl_article</openurl><openurlfulltext>$$Topenurlfull_article</openurlfulltext><thumbnail>$$Tsyndetics_thumb_exl</thumbnail><linktopdf>$$Uhttps://onlinelibrary.wiley.com/doi/pdf/10.1002%2Fmar.20712$$EPDF$$P50$$Gwiley$$H</linktopdf><linktohtml>$$Uhttps://onlinelibrary.wiley.com/doi/full/10.1002%2Fmar.20712$$EHTML$$P50$$Gwiley$$H</linktohtml><link.rule.ids>314,780,784,1416,27915,27916,45565,45566</link.rule.ids></links><search><creatorcontrib>Wiener, Hillary J. D.</creatorcontrib><creatorcontrib>Chartrand, Tanya L.</creatorcontrib><title>The Effect of Voice Quality on Ad Efficacy</title><title>Psychology & marketing</title><addtitle>Psychol. Mark</addtitle><description>ABSTRACT
Extensive research has examined how to make broadcast advertising as effective as possible. However, one area of advertising that has received little research is the effect of the announcer or spokesperson's voice on consumers’ reactions to the ad or the product being advertised. In this paper, we examine the effect of the announcer's voice quality, or an overall impression of his or her voice, on consumers’ purchasing intentions for a new service. We find that female listeners are most likely to purchase this service when they hear it advertised by a man who has a creaky voice, but least likely to purchase it when they hear it advertised by a woman with a creaky voice. Other voice qualities produce more moderate results. Men, in contrast, are relatively insensitive to the effect of voice quality.</description><subject>Consumer behavior</subject><subject>Impact analysis</subject><subject>Radio advertising</subject><subject>Studies</subject><subject>Voice communication</subject><issn>0742-6046</issn><issn>1520-6793</issn><fulltext>true</fulltext><rsrctype>article</rsrctype><creationdate>2014</creationdate><recordtype>article</recordtype><recordid>eNp1kE9PwzAMxSMEEmNw4BtU4gRSNydpkvk4TdtAGjDQ-CMuUUgT0THWkbaCfns6Ctw4WbZ_z09-hBxT6FEA1n8zocdAUbZDOlQwiKVCvks6oBIWS0jkPjkoiiVAQ6PokLPFi4vG3jtbRrmP7vPMuuimMqusrKN8HQ3T7TazxtaHZM-bVeGOfmqX3E3Gi9F5PLueXoyGs9hyKVnMmRCeogVMmDMmkVJ5tEi5e0bwILwwChz3zST1mEqOlhvkA0STKqoE75KT9u4m5O-VK0q9zKuwbiw1FRwR1QBUQ522lA15UQTn9SZkzfe1pqC3Ueim0d9RNGy_ZT-ylav_B_Xl8PZXEbeKrCjd55_ChFctFVdCP1xN9ROO5o9yPtGUfwE6N2ts</recordid><startdate>201407</startdate><enddate>201407</enddate><creator>Wiener, Hillary J. D.</creator><creator>Chartrand, Tanya L.</creator><general>Blackwell Publishing Ltd</general><general>Wiley Periodicals Inc</general><scope>BSCLL</scope><scope>AAYXX</scope><scope>CITATION</scope></search><sort><creationdate>201407</creationdate><title>The Effect of Voice Quality on Ad Efficacy</title><author>Wiener, Hillary J. D. ; Chartrand, Tanya L.</author></sort><facets><frbrtype>5</frbrtype><frbrgroupid>cdi_FETCH-LOGICAL-c3662-3255f19c0942eaa4667f9c913eb90f05f5a70e3f913df9d639c3a93899ad71753</frbrgroupid><rsrctype>articles</rsrctype><prefilter>articles</prefilter><language>eng</language><creationdate>2014</creationdate><topic>Consumer behavior</topic><topic>Impact analysis</topic><topic>Radio advertising</topic><topic>Studies</topic><topic>Voice communication</topic><toplevel>peer_reviewed</toplevel><toplevel>online_resources</toplevel><creatorcontrib>Wiener, Hillary J. D.</creatorcontrib><creatorcontrib>Chartrand, Tanya L.</creatorcontrib><collection>Istex</collection><collection>CrossRef</collection><jtitle>Psychology & marketing</jtitle></facets><delivery><delcategory>Remote Search Resource</delcategory><fulltext>fulltext</fulltext></delivery><addata><au>Wiener, Hillary J. D.</au><au>Chartrand, Tanya L.</au><format>journal</format><genre>article</genre><ristype>JOUR</ristype><atitle>The Effect of Voice Quality on Ad Efficacy</atitle><jtitle>Psychology & marketing</jtitle><addtitle>Psychol. Mark</addtitle><date>2014-07</date><risdate>2014</risdate><volume>31</volume><issue>7</issue><spage>509</spage><epage>517</epage><pages>509-517</pages><issn>0742-6046</issn><eissn>1520-6793</eissn><abstract>ABSTRACT
Extensive research has examined how to make broadcast advertising as effective as possible. However, one area of advertising that has received little research is the effect of the announcer or spokesperson's voice on consumers’ reactions to the ad or the product being advertised. In this paper, we examine the effect of the announcer's voice quality, or an overall impression of his or her voice, on consumers’ purchasing intentions for a new service. We find that female listeners are most likely to purchase this service when they hear it advertised by a man who has a creaky voice, but least likely to purchase it when they hear it advertised by a woman with a creaky voice. Other voice qualities produce more moderate results. Men, in contrast, are relatively insensitive to the effect of voice quality.</abstract><cop>Hoboken</cop><pub>Blackwell Publishing Ltd</pub><doi>10.1002/mar.20712</doi><tpages>9</tpages></addata></record> |
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| ispartof | Psychology & marketing, 2014-07, Vol.31 (7), p.509-517 |
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| language | eng |
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| source | Wiley Online Library; Business Source Complete (EB_SDU_P3) |
| subjects | Consumer behavior Impact analysis Radio advertising Studies Voice communication |
| title | The Effect of Voice Quality on Ad Efficacy |
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