The Role of Vocal Tone in Online Persuasion: a Crowdfunding Enquiry

We examine how persuaders’ vocal tones impact online persuasion. Using novel audio-mining technology and an experiment we assess Kickstarter pitches. Allying vocal tone dimensions denoting concentration, low stress, and stable emotions with real-world funding outcomes, we show perceptions of competence mediate the impact of vocal tones on persuasion success.



Citation:

Xin (Shane) Wang, Shijie Lu, Xi Li, and Mansur Khamitov (2020) ,"The Role of Vocal Tone in Online Persuasion: a Crowdfunding Enquiry", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 825-830.

Authors

Xin (Shane) Wang, Western University, Canada
Shijie Lu, University of Houston, USA
Xi Li, University of Hong Kong
Mansur Khamitov, NTU Singapore/Indiana University



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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