Audio Mining : The Role of Vocal Tone in Persuasion
Research output: Journal Publications and Reviews › RGC 21 - Publication in refereed journal › peer-review
Author(s)
Related Research Unit(s)
Detail(s)
Original language | English |
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Pages (from-to) | 189-211 |
Journal / Publication | Journal of Consumer Research |
Volume | 48 |
Issue number | 2 |
Online published | 23 Feb 2021 |
Publication status | Published - Aug 2021 |
Link(s)
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 et al.
In: Journal of Consumer Research, Vol. 48, No. 2, 08.2021, p. 189-211.
In: Journal of Consumer Research, Vol. 48, No. 2, 08.2021, p. 189-211.
Research output: Journal Publications and Reviews › RGC 21 - Publication in refereed journal › peer-review