Gélinas-Chebat C, Chebat J C
Department of Linguistics, University of Québec at Montréal, Canada.
Percept Mot Skills. 1996 Aug;83(1):243-62. doi: 10.2466/pms.1996.83.1.243.
Voice has been neglected in research on advertising and attitude change. In an experiment with 2 x 2 x 2 factorial design (N = 279), several hypotheses derived from the Elaboration Likelihood Model and from phonetic literature were tested; 2 linguistically similar advertising messages on financial services of high (student loan) versus low (Automatic Teller Machine cards) involvement are recorded by a professional actor using 4 types of voice (2 levels of intonation of voice x 2 levels of intensity). Analysis by a system of simultaneous equations indicated that the effects of voice are different under low and high involvement. Intensity of voice affects credibility of the source significantly more under low than high involvement; intonation of voice affects credibility more under high than low involvement. Unexpectedly, characteristics of voice affect attitudes toward the advertised service and intent to buy.
在广告与态度改变的研究中，声音一直被忽视。在一项采用2×2×2析因设计（N = 279）的实验中，对源自精细加工可能性模型和语音文献的几个假设进行了检验；一名专业演员使用4种声音类型（2种语调水平×2种强度水平）录制了2条在语言上相似的关于高参与度（学生贷款）和低参与度（自动取款机卡）金融服务的广告信息。联立方程系统分析表明，在低参与度和高参与度下，声音的效果有所不同。在低参与度下，声音强度对信息源可信度的影响显著大于高参与度；在高参与度下，声音语调对可信度的影响大于低参与度。出乎意料的是，声音特征会影响对广告服务的态度和购买意愿。
