Effects of Two Voice Characteristics on the Attitudes Toward Advertising Messages.

The article presents a study that explored the effects of two prosodic variables, voice intonation and voice intensity, on the attitudes of a sample of Canadian students toward two advertising messages. Linking the field of persuasion with that of phonetic studies does not seem to have stimulated much research. On one hand, a few psychosocial studies have investigated the prosodic antecedents of credibility. Previous marketing studies that analyzed voice characteristics were undertaken in a theoretical context totally different from ours in this study. Voice analysis has been applied in various ways but especially to predict consumer preference of a product brand or to evaluate consumers' emotional responses to advertising.