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.


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.


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


NA - Advances in Consumer Research Volume 48 | 2020

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