Male and Female Voices in Commercials: Analysis of Effectiveness, Adequacy for the Product, Attention and Recall

Rodero, Emma; Larrea, Olatz; Vázquez, Marina Beléndez

doi:10.1007/s11199-012-0247-y

Cited by 38 publications

(48 citation statements)

References 46 publications

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“…These scales have been demonstrated as a valid in past research (Rodero, Larrea, & Vázquez, 2013) and achieved strong reliability (Cronbach's alpha coefficient for effectiveness = .892; for adequacy = .725) in the current study. Listeners were asked how clear, natural, pleasant, dynamic, and persuasive the voice was perceived to be.…”

Section: Dependent Variablessupporting

confidence: 55%

Pitch Range Variations Improve Cognitive Processing of Audio Messages

2017

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This study explores the effect of different speaker intonation strategies in audio messages on attention, autonomic arousal, and memory. In this study, participants listened to 16 radio commercials, produced to vary in pitch range across sentences. Dependent variables were self‐reported effectiveness and adequacy, psychophysiological arousal and attention, immediate word recall and recognition of information. Results showed that messages conveyed with pitch variations achieved better scores compared to commercials with a homogenous pitch range across the sentences. This was especially the case when high pitch intonation was followed by low pitch within a sentence. The results increase our understanding of the influence of pitch range on processing by establishing a concrete strategy as a best practice for improving attention and memory.

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Section: Dependent Variablessupporting

confidence: 55%

Pitch Range Variations Improve Cognitive Processing of Audio Messages

2017

Self Cite

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“…In line with literature on the media effects of these combinations (Rodero et al, 2013), the current findings reveal more positive attitudes toward congruent compared to incongruent commercials. In line with literature on the media effects of these combinations (Rodero et al, 2013), the current findings reveal more positive attitudes toward congruent compared to incongruent commercials.…”

Section: Discussionsupporting

confidence: 90%

“…Although, it is widely demonstrated that more positive attitudes toward commercials are linked to an increase in purchase intention (Raza, Bakar, & Mohamad, 2018) (Rodero et al, 2013) or from 19 to 65 years old (Whipple & McManamon, 2002). The former study extrapolated the findings to other age groups; and the latter one did not find age differences in the results.…”

Section: Discussionmentioning

confidence: 82%

“…Previous research focused on the selfreported media effects of smartphone advertising (Martins, Costa, Oliveira, Gonçalves, & Branco, 2018) or exposing the viewer to idealized female images (Wan, Ansons, Chattopadhyay, & Leboe, 2013) and congruent product-voice combinations (Rodero et al, 2013). Previous research focused on the selfreported media effects of smartphone advertising (Martins, Costa, Oliveira, Gonçalves, & Branco, 2018) or exposing the viewer to idealized female images (Wan, Ansons, Chattopadhyay, & Leboe, 2013) and congruent product-voice combinations (Rodero et al, 2013).…”

Section: Discussionmentioning

confidence: 99%

“…Whipple and McManamon (2002) Whipple and McManamon (2002) indicate that though there is a significant increase of effect of gender congruent presenters among female targeted products, this is not the case for products targeting males. Rodero et al (2013) suggest that congruence only increases media effects when there is a strong association between the product and a pre-existing stereotype. Their results indicate that for female-gendered products, the advertising effect is more positive with a female spokesperson than with a male spokesperson, regardless of the image of the product (sexy or cute).…”

Section: Voice Gendermentioning

confidence: 98%

See 2 more Smart Citations

Neural correlates of gender congruence in audiovisual commercials for gender‐targeted products: An fMRI study

Casado‐Aranda

Laan

Sánchez‐Fernández

2018

Human Brain Mapping

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This article explores neural and self-report responses to gender congruence in product-voice combinations in commercials. An fMRI study was carried out in which participants (n = 30) were presented with gender-targeted pictures of characteristic male or female products accompanied by either gender congruent or incongruent voices. The findings show that attitudes are more positive toward commercials with gender congruent than with gender incongruent product-voice combinations. fMRI analyses revealed that primary visual brain areas, namely calcarine and cuneus, responded stronger to congruent than incongruent combinations suggesting that participants enhanced their endogenous attention toward congruent commercials. Incongruent combinations, by contrast, elicited stronger activation in areas related to the perception of conflicts in information processing and error monitoring, such as the supramarginal, inferior parietal gyri and superior, and middle temporal gyri. Interestingly, increased activation in the posterior cingulate cortex (an area related to value encoding) predicted more positive attitudes toward congruent commercials. Together, these results advance our understanding of the neural correlates of processing congruent and incongruent audiovisual stimuli. These findings may advice advertising professionals in designing successful campaigns of everyday products, namely by making use of congruent instead of incongruent product-voice combinations.

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The Principle of Distinctive and Contrastive Coherence of Prosody in Radio News: An Analysis of Perception and Recognition

Rodero

2014

J Nonverbal Behav

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Male and Female Voices in Commercials: Analysis of Effectiveness, Adequacy for the Product, Attention and Recall

Cited by 38 publications

References 46 publications

Pitch Range Variations Improve Cognitive Processing of Audio Messages

Pitch Range Variations Improve Cognitive Processing of Audio Messages

Neural correlates of gender congruence in audiovisual commercials for gender‐targeted products: An fMRI study

The Principle of Distinctive and Contrastive Coherence of Prosody in Radio News: An Analysis of Perception and Recognition

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