Nagano Mizuki, Ijima Yusuke, Hiroya Sadao
NTT Human Informatics Laboratories, NTT Corporation, Yokosuka, Japan.
NTT Communication Science Laboratories, NTT Corporation, Atsugi, Japan.
Front Psychol. 2023 Jan 9;13:1014921. doi: 10.3389/fpsyg.2022.1014921. eCollection 2022.
Previous studies have shown that stimulus-organism-response (SOR) theory can well explain the willingness to buy from stores, products, and advertising-related stimuli. However, few studies have investigated advertising speech stimulus that is not influenced by visual design. We examined whether SOR theory using emotional states can explain the willingness to buy from advertising speech stimulus. Participants listened to speech with modified speech features (mean F0, speech rate, and standard deviation of F0) and rated their willingness to buy the advertised products and their perceived emotional states (pleasure, arousal, dominance). We found that emotional states partially mediate the influence of speech features on the willingness to buy. We further analyzed the moderating effects of listeners' attributes and found that listeners' gender and age group moderated the relationship between speech features, emotional states, and willingness to buy. These results indicate that perceived emotional states mediate the willingness to buy from advertising speech.
先前的研究表明，刺激—机体—反应（SOR）理论能够很好地解释从商店、产品以及与广告相关的刺激中产生的购买意愿。然而，很少有研究调查不受视觉设计影响的广告语音刺激。我们研究了运用情绪状态的SOR理论是否能够解释从广告语音刺激中产生的购买意愿。参与者收听了具有修改后的语音特征（平均基频、语速和基频标准差）的语音，并对他们购买广告产品的意愿以及他们感知到的情绪状态（愉悦、唤醒、支配）进行评分。我们发现情绪状态部分中介了语音特征对购买意愿的影响。我们进一步分析了听众属性的调节作用，发现听众的性别和年龄组调节了语音特征、情绪状态和购买意愿之间的关系。这些结果表明，感知到的情绪状态中介了从广告语音中产生的购买意愿。
