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
Attribution of Authenticity: The Benefits of Self-Disclosure of Unfavorable Information
Li Jiang, Carnegie Mellon University, USA
Maryam Kouchaki, Northeastern University, USA
Francesca Gino, Harvard Business School, USA
Featured
The Victory Effect: Is First-Place Seeking Stronger than Last-Place Aversion?
David Hardisty, University of British Columbia, Canada
Steven Shechter, University of British Columbia, Canada
Featured
When Too much “I” is Bad for “Us”: The Detrimental Effect of Selfie on Self -Brand Connection.
MEHAK BHARTI, Nanyang Technological University, Singapore
Sharon Ng, Nanyang Technological University, Singapore