Imago Animi Sermo Est – Speech Is the Mirror of the Mind: the Effect of Vocal Expression on Preferences

Anne Klesse, Tilburg University, The Netherlands
Jonathan Levav, Stanford Graduate School of Business, Stanford University, USA
Caroline Goukens, Maastricht University, The Netherlands
We compare non-vocal elicitation modes (e.g., expressing one’s choice by pushing a button) to vocal preference elicitation (e.g., expressing one’s choice by speech). Three experiments reveal vocally expressing one’s choice fosters decisions that are in line with individuals’ automatic, initial emotional reactions (e.g., snacks higher in calorie content).
[ to cite ]:
Anne Klesse, Jonathan Levav, and Caroline Goukens (2013) ,"Imago Animi Sermo Est – Speech Is the Mirror of the Mind: the Effect of Vocal Expression on Preferences", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.