How the Voice Persuades
While persuasion attempts executed through linguistic channels often backfire, little is known about paralinguistic persuasion, or persuasion attempts executed through nonverbal properties of communicators’ voice. Across three experiments, we find that paralinguistic attempts enhance persuasion because they signal confidence. Speakers’ greater volume and variance in volume shaped the persuasion process.
Alex Van Zant and Jonah Berger (2018) ,"How the Voice Persuades", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 283-287.
Alex Van Zant, Rutgers University, USA
Jonah Berger, University of Pennsylvania, USA
NA - Advances in Consumer Research Volume 46 | 2018
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