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 MoreFeatured
Shades of Rejections: The Effect of Rejection Frames on Commitment to Choice
Jen H. Park, Stanford University, USA
Itamar Simonson, Stanford University, USA
Featured
The Effects of Glossy Versus Matte Imagery on Consumers’ Decision Making
Yoonho Jin, INSEAD, Singapore
Amitava Chattopadhyay, INSEAD, Singapore
Featured
Dehumanization: Coping with Embarrassment in Consumer Purchases
Yixia Sun, Zhejiang University
Xuehua Wang, East China Normal University
Joey Hoegg, University of British Columbia, Canada
Darren Dahl, University of British Columbia, Canada