Time versus Pause Manipulation in Communications Directed to the Young Adult Population: Does It Matter?

Megehee, Carol M.; Dobie, Kathryn; Grant, James

doi:10.1017/s0021849903030277

Cited by 26 publications

(18 citation statements)

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“…Although these retailers have many strategic options, the tactics that consumers deem creative (Megehee et al, 2003), distinct (McGuire, 1984, and socially responsible (Torres et al, 2007) are likely to yield favorable outcomes, including intentions to purchase apparel.…”

Section: Discussionmentioning

confidence: 99%

Outlet mall shoppers' intentions to purchase apparel: A dual-process perspective

Sierra

Hyman

2011

Journal of Retailing and Consumer Services

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Section: Discussionmentioning

confidence: 99%

Outlet mall shoppers' intentions to purchase apparel: A dual-process perspective

Sierra

Hyman

2011

Journal of Retailing and Consumer Services

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“…Moreover, listeners respond more positively to ads in which the announcer says the syllables of the words faster than normal (Chattopadhyay, Dahl, Ritchie, & Shahin, ). Interestingly, when listeners hear a message at a faster speed, they process the substance of the ad less and have fewer thoughts and feelings about the product advertised but have an overall more positive attitude toward the message (Megehee, Dobie, & Grant, ). The effect of speech rate on advertising outcomes for female speakers has not yet been examined.…”

Section: Voice and Advertising Efficacymentioning

confidence: 99%

The Effect of Voice Quality on Ad Efficacy

Wiener

Chartrand

2014

Psychology and Marketing

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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.

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“…As several studies have stressed that manipulated speech should still sound natural (Apple et al, 1979; Waller, Eriksson, & Sörqvist, 2015), a more subtle manipulation of the speech rate was preferable. Therefore, the speech rate was manipulated by increasing and decreasing the baseline level by 15%, as in Megehee et al’s (2003) study. The manipulation of the speech rate was checked by measuring the average speech rate of the audio fragments.…”

Section: Methodsmentioning

confidence: 99%

“…For example, in advertising research, a fast speech rate undermines the extent to which people process the ad (Moore et al, 1986). Consequently, a fast rate decreases the effects of the content of the message, while increasing the effects of peripheral cues, such as pitch (Chattopadhyay et al, 2003; Megehee, Dobie, & Grant, 2003; Moore et al, 1986).…”

Section: The Interplay Between Verbal and Vocal Cuesmentioning

confidence: 99%

“…In crisis communication, the interaction between vocal cues and the content of the crisis response has not been investigated. On the one hand, based on advertising research, it is possible that people process a crisis message less thoroughly when a spokesperson delivers the message at a fast speech rate (Chattopadhyay et al, 2003; Megehee et al, 2003; Moore et al, 1986). If an organization then communicates a crisis response strategy that does not match the crisis type (e.g., a deny strategy in the case of a preventable crisis; compare Coombs, 2007), the otherwise detrimental effect of this strategy may be minimized.…”

Section: The Interplay Between Verbal and Vocal Cuesmentioning

confidence: 99%

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The Organizational Voice

Waele

Claeys

Cauberghe

2017

Communication Research

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Research on crisis communication has mainly focused on verbal aspects of organizational responses. However, the nonverbal cues of the organizational spokesperson communicating about the crisis may also influence stakeholders’ perceptions. This study examines the impact of two vocal cues, voice pitch and speech rate. In addition, the study examines how these cues affect perceptions of organizations depending on the message’s verbal content. A 2 (voice pitch: low vs. high) × 2 (speech rate: slow vs. fast) × 2 (crisis response strategy: deny vs. rebuild) between-subjects experimental design was conducted. Results show that voice pitch and speech rate affected postcrisis reputation. However, these vocal cues affected perceptions only when the organization applied a rebuild strategy (i.e., apology) and not in the case of a deny strategy. This interaction between verbal and vocal cues was partly mediated by vocal attractiveness.

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Time versus Pause Manipulation in Communications Directed to the Young Adult Population: Does It Matter?

Cited by 26 publications

References 0 publications

Outlet mall shoppers' intentions to purchase apparel: A dual-process perspective

Outlet mall shoppers' intentions to purchase apparel: A dual-process perspective

The Effect of Voice Quality on Ad Efficacy

The Organizational Voice

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