Chattopadhyah, A., Dahl, D.W., Ritchie, R.J.B., Shahin, K. 2003 "Hearing Voices: The Impact of Announcer Speech Characteristics on Consumer Response to Broadcast Advertising," Journal of Consumer Psychology, 13(3): 198-2004. ABSTRACT: "Broadcast advertising is a multi-billion dollar industry whose effectiveness depends on the voices used to convey the sales message, yet the influence of individual voice traits remains poorly understood. We identify three important voice characteristics -- syllable speed, interphrase pausation, and pitch -- and test competing explanations for how speech rate affects consumer response to advertising. Specifically, we investigate whether a moderate increase in speech rate enhances or reduces processing of the ad, and whether this effect is driven primarily by syllable speed or interphrase pausation. Answering these questions provides insight into whether the changes in processing stem from changes in opportunity to process and/or motivation to process. Our results show that a voice with faster-than-normal syllable speed and low pitch produces fewer negative ad-directed cognitive responses, along with more favorable ad and brand attitudes, lending support to the motivational explanation. No significant effects were found for interphrase pausation suggesting that the results cannot be accounted for by reduced opportunity to process in the compressed conditions."
This is exactly my stand with respect to the Bond Grrl "voice" -- that you want to speak at that lower "pitch" (remember the exercise to "find your Bond Grrl voice"?) and slightly faster than usual (though not like an auctioneer), which is not only "easy on the ear" but also engaging.
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I was just thinking about the voice I speak in. A lot of times my voice is low, like at a whisper and I have to repeat myself. My pitch is at a high (squeaky) tone that can be very annoying to those that I talk to a lot. I do have to work on my Bond Grrl voice.
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