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More than meets the ear : the effect of non-linguistic signaling on trust in tele- and voice marketing

Dengler, Philipp (2019) More than meets the ear : the effect of non-linguistic signaling on trust in tele- and voice marketing.

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Abstract:In telemarketing refusal rates are often very high and research with the focus on the field of non-linguistic expressions is limited. By manipulating speech rate, fluency and intonation, the proposed study investigated the effect of non-linguistic speech variables, on the conversion intention in persuasive approaches, mediated by trust in the speaker based on perceived warmth and competence. A scenario-based 2 (high versus low speech rate) × 2 (high amounts versus low amounts of fluency) × 2 (weak versus strong intonation) factorial design was employed to examine the effect of these vocal characteristics on the mediator's warmth and competence and the intent to convert. The between-subjects experiment was executed with 209 German participants (Mean age = 31.06). The study resulted in significant effects of speech rate for both mediators, fluency on competence and intonation on warmth, with full and partly mediations occurring displaying strong indirect mediation effects. Furthermore, a significant interaction effect for fluency and intonation on conversion intention was found. In conclusion vocal variables such as speech rate, fluency and intonation are strong indicators for the perception of warmth and competence. Furthermore, enthusiastic intonation can be seen as a strong indicator for high perceived warmth, while a fluent way of speaking predicts a highly perceived competence.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
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