Audio Mining : The Role of Vocal Tone in Persuasion

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalpeer-review

1 Scopus Citations
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Author(s)

  • Xin (Shane) WANG
  • Shijie LU
  • Xi LI
  • Mansur KHAMITOV
  • Neil BENDLE

Related Research Unit(s)

Detail(s)

Original languageEnglish
Pages (from-to)189-211
Journal / PublicationJournal of Consumer Research
Volume48
Issue number2
Online published23 Feb 2021
Publication statusPublished - Aug 2021

Abstract

Persuasion success is often related to hard-to-measure characteristics, such as the way the persuader speaks. To examine how vocal tones impact persuasion in an online appeal, this research measures persuaders' vocal tones in Kickstarter video pitches using novel audio mining technology. Connecting vocal tone dimensions with real-world funding outcomes offers insight into the impact of vocal tones on receivers' actions. The core hypothesis of this paper is that a successful persuasion attempt is associated with vocal tones denoting (1) focus, (2) low stress, and (3) stable emotions. These three vocal tone dimensions—which are in line with the stereotype content model—matter because they allow receivers to make inferences about a persuader's competence. The hypotheses are tested with a large-scale empirical study using Kickstarter data, which is then replicated in a different category. In addition, two controlled experiments provide evidence that perceptions of competence mediate the impact of the three vocal tones on persuasion attempt success. The results identify key indicators of persuasion attempt success and suggest a greater role for audio mining in academic consumer research.

Research Area(s)

  • artificial intelligence, audio mining, crowdfunding, entrepreneurial pitches, machine learning, persuasion, voice analytics

Citation Format(s)

Audio Mining : The Role of Vocal Tone in Persuasion. / WANG, Xin (Shane); LU, Shijie; LI, Xi; KHAMITOV, Mansur; BENDLE, Neil.

In: Journal of Consumer Research, Vol. 48, No. 2, 08.2021, p. 189-211.

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalpeer-review