The Voice From Afar: Reverberation in Spoken Advertising Messages Influences Consumer Information Processing

Johann Melzner, NYU Stern School of Business / LMU Munich Institute for Market-based Management
Jochim Hansen, University of Salzburg
We provide first evidence that the sound design of an advertisement can have more than an aesthetic function as it affects consumers’ cognition. When reverberation was added to an announcer’s voice participants put more weight on statistical (versus individualized) product information. This effect influenced evaluation, willingness to pay, and choice.
[ to cite ]:
Johann Melzner and Jochim Hansen (2016) ,"The Voice From Afar: Reverberation in Spoken Advertising Messages Influences Consumer Information Processing", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 748-748.