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
Worse is Bad: Asymmetric Inferences on Items and Assortments From Logically Equivalent Comparisons
Yoel Inbar, University of Toronto, Canada
Ellen Evers, University of California Berkeley, USA
Inequality and Market (In)efficiency
Serena Hagerty, Harvard Business School, USA
Michael Norton, Harvard Business School, USA
G9. The Voice From Afar: How Reverberation Affects Consumer Cognition
Johann Melzner, New York University, USA
Jochim Hansen, University of Salzburg