The effects of compressed speech on listener attitudes

Abstract

The effect of time‐compressed persuasive communications on listener attitudes was investigated. Previous research has indicated that faster speech rates enhance the perception of a message with no loss in comprehension. However, many of these studies suffer from methodological problems that make their conclusions tentative. The present study is an attempt to clarify the effects of time compression on commercial messages. Eighty subjects listened to one of two commercial messages at one of four speeds: 150, 175, 200, or 225 words per minute (WPM). Subjects later rated the message on several dependent measures using nine attitude rating scales and one behavioral intention measure. Results show support for the moderate speeds of 175 and 200 WPM being the preferred rate of speed on most of the dependent measures. The results suggest that many of the beneficial effects of faster speech rates previously shown may be artifacts of methodological controls.

The contribution of a brand spokesperson’s voice to consumer-based brand equity

“…Although marketing research on speakers’ voices is somewhat limited (Labarbera and MacLachlan, 1979; Nickell and Pinto, 1984; Moore et al , 1986; Whipple and McManamon, 2002; Chattonadhyay et al , 2003; Wiener and Chartrand, 2014), there is extensive literature in psychology on the subject, especially regarding voice pitch. Voice pitch is the perceived “highness” or “lowness” of a voice, which is determined by the voice’s fundamental frequency [f0, measured in Hertz (Hz)], that is, “the number of vibrations per second made by the vocal folds [i.e.…”

“…Another body of research on advertising compression [i.e. a method consisting of reducing the overall advertisement duration to lower advertising costs (Labarbera and MacLachlan, 1979; Nickell and Pinto, 1984)] has explained the effects of a speaker’s voice by considering the information load contained in the advertising message. Moore et al (1986) and Chattonadhyay et al (2003) showed that, when the speech rate of the speaker is high, a low-pitched voice enhances affective and cognitive responses to the advertisement as well as brand attitude.…”

Memory and perception of brand mentions and placement of brands in songs

“…Clarity seems to be an important variable in the case of audio placement, insofar as the oral quotation of the brand is not strengthened by a visual presence. Nickell and Pinto (1984) showed, for example, that the clarity and understanding of the message decreased with an increase in the speed of delivery. The following hypothesis can therefore be stated:…”