The Relationship Between Speech Rate, Voice Quality and Listeners’ Purchase Intentions

Abstract

Purpose of study: this study aims at investigating how do speech rate and voice quality influence speakers’ perceived personalities and listeners’ purchase intentions. Methods: Phase One aimed at identifying the just noticeable difference (JND) in speech rate (SR) and the best speech samples representing different levels of voice quality severity (VQ) for use as stimuli in the main study in Phase Two. Two speakers recorded a selling script at normal speech rate with normal, mildly and severely dysphonic voice. The speech rate of the recorded stimuli was manipulated by adjusting the pause duration. Forty listeners participated in a listening task to identify the JND in SR and VQ of the stimuli. Phase Two aimed at investigating the effects of SR and VQ on the speakers’ perceived personalities and the listeners’ purchase intents. Another forty listeners rated the speakers’ personalities (attractiveness and competence) and how likely they would purchase from the speaker as rated with a 5-point Likert Scale. Results: The JND in SR was found to be +/- 10% of the normal SR. The best stimuli for VQ were also identified. Preliminary results showed that SR and VQ influenced perceived personalities and purchase intentions. Conclusions: These results can be further developed into the theoretical framework of a salesforce training protocol on use of voice.