| dc.description.abstract | Voice pitch has been researched widely in the field of psychology, still the impact
of voice pitch in audio commercial context has rarely been studied in the field of
marketing with the aim to understand how voice pitch can affect product
perception. Former research in various fields have established that the level of
voice pitch can affect the perception of size, dominance and power. We wish to
establish if voice pitch can also affect product attribute perception in a
commercial setting, with the focus on price perception.
Our findings show that voice pitch affects subjects to perceive the price of a
product as higher when exposed to an audio advertisement spoken with a lower
voice pitch. Contrary to our hypothesis, the effect of voice pitch does not seem to
be dependent on the order in which the questions regarding the product attributes
are asked. In other words, no order effects between voice pitch and product
attributes were found. Furthermore, the effect of voice pitch does not seem to be
moderated by order effects, other product attributes or salience of the focal
variable. The findings support the previous research stating that a lower voice
pitch is associated with power, dominance, success, larger size and social status.
KEYWORDS: sensory marketing, vocal cues, pitch, price, quality, dominance,
power, social status, size, salience, priming, audio advertisement. | nb_NO |
