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.



Citation:

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.

Authors

Alex Van Zant, Rutgers University, USA
Jonah Berger, University of Pennsylvania, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Slow and Steady versus Fast and Furious: The Effect of Speed on Decision Making

Ellie Kyung, Dartmouth College, USA
Yael Shani-Feinstein, Ben Gurion University, Israel
Jacob Goldenberg, IDC

Read More

Featured

E9. “Power Distance, Social Aspiration, and Fair Trade Products” – the Interaction Effect of Power Distance Belief and Status Motivation on Fair Trade Product Consumption

Sunghee Jun, Seoul National University
Libby Youngjin Chun, Seoul National University
Kiwan Park, Seoul National University, USA

Read More

Featured

The "Healthy=Lighter" Heuristic

Nico Heuvinck, IESEG School of Management
Yi Li, Macquarie University
Mario Pandelaere, Virginia Tech, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.