14th International Congress of Phonetic Sciences (ICPhS-14)San Francisco, CA, USA |
Voice is well known to have a crucial impact on consumer
attitudes. In telemarketing, voice qualities are fundamental in
the decision making of the consumer. Contradictory studies
are sure indicators of the need for more research.
In a factorial design putting forward three voice variables
(intensity, intonation and speech rate), a male and a female
professional actors, modifying their own voices read an
advertising message. Manipulation checks corroborate each of
the experimental conditions. Subjects (399) filled a
questionnaire after hearing the message recreating
telemarketing conditions. The questionnaire included a series
of questions in a 7 points Liskert scales form revealing
subjects attitudes toward the message and their behavioral
intent about message content.
Results show differences according to specifics voice
variablesÊ: intensity, then speech rate, induce more effects on
message perception and on behavioral intent than intonation.
There is no significative impact in regards of the gender's
source and respondents gender.
Bibliographic reference. Gélinas-Chebat, Claire / Chebat, Jean-Charles / Boivin, Robert (1999): "Impact of male and female voice cues on consumers' attitudes in telemarketing", In ICPhS-14, 1577-1580.