Sounding Warm: the Role of Audio Pitch on Service Perception

This paper investigates how spokesperson vocal pitches in advertisements influences consumers evaluations and decisions. Across five studies, we find that high (vs. low) pitched voices and advertisements increase perceptions of warmth (vs. competence) and that this in turn enhances people’s evaluation and preference for services where warmth is important.



Citation:

Jerry Jisang Han and Michael Lowe (2020) ,"Sounding Warm: the Role of Audio Pitch on Service Perception", 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: 907-912.

Authors

Jerry Jisang Han, University of Technology Sydney, Australia
Michael Lowe, Georgia Tech, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

Communicating Limited Financial Resources Increases Perceived Trustworthiness and Interpersonal Connection

Grant E. Donnelly, Harvard Business School, USA
Anne Wilson, Harvard Business School, USA
Ashley V. Whillans, Harvard Business School, USA
Michael Norton, Harvard Business School, USA

Read More

Featured

B4. Prestige is the Truth: Luxury Branding Drives for Fairness Perception of Non-physical Attribute Based Dynamic Pricing

Edward Yuhang Lai, Virginia Tech, USA
Cindy Yoonjoung Heo, Ecole hôtelière de Lausanne

Read More

Featured

Stigmatization of a Cultural Ritual

Ingeborg Astrid Kleppe, Norwegian School of Economics and Business Administration, Norway
Natalia Maehle, Western Norway University of Applied Sciences
Cele Otnes, University of Illinois at Urbana-Champaign, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.