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.


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.


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


NA - Advances in Consumer Research Volume 48 | 2020

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