تأثیر ضدتکنولوژیک صوتی بر اثربخشی پیامهای متقاعد کننده محرک تأثیر می گذارد

Three experiments examined the extent to which congruency between affective vocal qualities of speakers and the affective content of persuasive messages influenced attitude change. In Experiment 1, a 2 (attitude basis: affective vs. cognitive) × 4 (persuasive message: fully matched vs. partially matched vs. fully mismatched vs. written passage) between-participants experiment was conducted. Attitude change produced by the fully matched voice-content message did not differ from the written passage condition. However, both the partially matched and fully mismatched voice-content messages generated significantly more attitude change than the written passage. Experiment 2 replicated the findings of Experiment 1 and tested two explanations for the enhanced efficacy of voice-content incongruent messages. Supplementary analyses provide some evidence in support of an attribution explanation as a mechanism to account for these effects. Experiment 3 replicated the prior two experiments and tested four possible mechanisms for the persuasive effects of affective vocal-message incongruence. Analyses once again supported an attribution explanation for the incongruency effect.