Effects of Advertisement Speech Rates on Feature Recognition, and Product and Speaker Ratings

Skinner, Christopher H.; Robinson, Daniel H.; Robinson, Sheri L.; Sterling, Heather E.; Goodman, Mark A.

doi:10.1080/10904018.1999.10499029

Cited by 6 publications

(4 citation statements)

References 25 publications

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“…The speed of fast is approximately 20% faster than normal. This 20% difference resembles studies in the literature (Woodall & Burgoon 1983), but it is smaller than the parameters in other works (in Roring et al 2007, fast was 40% faster than normal; in Goodman et al 1999, twice/half speed to normal speed was used). Moderately slow was added between normal and slow because in a preliminary experiment participants preferred such an intermediate speed.…”

Section: B Conditionssupporting

confidence: 51%

“…Standard and faster speech are perceived as intelligent and credible (Simonds, Meyer, Quinlan & Hunt 2006). One study shows that in advertisement tasks, the standard speech rate (113 WPM) outperforms slower (56 WPM) or faster (212 WPM) speech rates (Goodman, Robinson, Robinson, Skinner & Sterling 1999). In Japanese, fast speech is considered less persuasive, so one should speak at normal speed to be persuasive (Tasaki 2003).…”

Section: A Theory In Human Communicationmentioning

confidence: 98%

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What is the appropriate speech rate for a communication robot?

Shimada¹,

Kanda²

2012

inter stud

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This study investigates the influence of a robot's speech rate. In human communication, slow speech is considered boring, speech at normal speed is perceived as credible, and fast speech is perceived as competent. To seek the appropriate speech rate for robots, we test whether these tendencies are replicated in human-robot interaction by conducting an experiment with four rates of speech: fast, normal, moderately slow, and slow. Our experimental results reveal a rather surprising trend. Participants prefer normal and moderately slow speech to fast speech. A robot that provides normal or moderately slow speech is perceived as competent. We further study how context affects this perception. In a situation where the robot and participants talk while walking, we found that slow speech was the most comprehensible. In addition, slow speech is subjectively perceived as good as moderately slow and normal speech.

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Section: B Conditionssupporting

confidence: 51%

Section: A Theory In Human Communicationmentioning

confidence: 98%

What is the appropriate speech rate for a communication robot?

Shimada¹,

Kanda²

2012

inter stud

View full text Add to dashboard Cite

show abstract

“…Existing research has demonstrated that as speech rate increases, overall speech intelligibility tends to decrease (Du et al, 2014). Studies have consistently found that in daily communication, individuals with moderate to fast speech rates are perceived as more intelligent, trustworthy, and socially appealing (Robinson et al, 1999). Simonds et al (2006) found that teachers’ slow speech rates reduce their credibility and hinder students’ effective learning.…”

Section: Literature Reviewmentioning

confidence: 99%

Examining the Effects of Communication Features of Educational Robots on Students’ Cognitive Load, Attitudes, and Learning Performance

Li,

Liu,

Qiu

et al. 2024

Journal of Educational Computing Research

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Educational robots represent a unique form of teacher presence. Exploring how the communication features of robot instructors affect student learning experience could contribute to the advancement of educational robots. This study examined the impact of speech rate, voice type, and emotional tone of robots on students’ cognitive load, attitudes toward robot-assisted teaching, and learning performance. We recruited 477 Chinese primary school students assigned to either the speech rate, voice type, or emotional tone experiment. The results indicate that speech rate significantly influenced students’ cognitive load, with the medium speed condition resulting in higher germane load compared to both fast and slow speed conditions. Moreover, students had a lower preference for adult male voices over adult female, boy, or girl voices. However, voice type did not significantly impact attitudes toward robot-assisted teaching or learning outcomes. Emotional tone did not affect students’ cognitive load, attitudes, or learning performance. These findings provide valuable insights for instructors and designers when configuring the communication features of educational robots in classroom environments. Additionally, students generally prioritized the intelligence of the robot over its communication features, and they did not perceive the teaching content as difficult in all experiments. This study has methodological and practical significance.

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“…For instance, a study showed that a salesman with a fast speech rate is related to an increase in sales performance (Peterson, Cannito, & Brown, 1995). In advertising research, several studies have shown that although a fast speech rate does not increase the speaker’s perceived expertise, a fast speech rate leads to an immediate increase in persuasiveness, which makes fast speech rates preferable for altering listeners’ general impressions (Skinner, Robinson, Robinson, Sterling, & Goodman, 1999).…”

Section: Nonverbal Communicationmentioning

confidence: 99%

The Organizational Voice

Waele

Claeys

Cauberghe

2017

Communication Research

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Research on crisis communication has mainly focused on verbal aspects of organizational responses. However, the nonverbal cues of the organizational spokesperson communicating about the crisis may also influence stakeholders’ perceptions. This study examines the impact of two vocal cues, voice pitch and speech rate. In addition, the study examines how these cues affect perceptions of organizations depending on the message’s verbal content. A 2 (voice pitch: low vs. high) × 2 (speech rate: slow vs. fast) × 2 (crisis response strategy: deny vs. rebuild) between-subjects experimental design was conducted. Results show that voice pitch and speech rate affected postcrisis reputation. However, these vocal cues affected perceptions only when the organization applied a rebuild strategy (i.e., apology) and not in the case of a deny strategy. This interaction between verbal and vocal cues was partly mediated by vocal attractiveness.

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Effects of Advertisement Speech Rates on Feature Recognition, and Product and Speaker Ratings

Cited by 6 publications

References 25 publications

What is the appropriate speech rate for a communication robot?

What is the appropriate speech rate for a communication robot?

Examining the Effects of Communication Features of Educational Robots on Students’ Cognitive Load, Attitudes, and Learning Performance

The Organizational Voice

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