Cross-modal impression updating: Dynamic impression updating from face to voice and the other way around.

Abstract

Research has shown that faces and voices shape impression formation. Most studies have examined either the impact of faces and voices in isolation or the relative contribution of each source when presented simultaneously. However, only a few studies have questioned whether and how impressions formed via one source can be updated due to incremental information gathered from the alternative source. Yet, cross-modal impression updating is key to shed light on person perception. Thus, we tested whether positive and negative face- and voice-based impressions could be updated by inconsistent cross-modal information. In Experiment 1 (N=130), we tested whether face-based impressions could be updated by (in)consistent voices. In Experiment 2 (N=262), we compared face-to-voice and voice-to-face impression updating. In Experiment 3 (N=242), we favoured a more direct comparison of the two types of stimuli (i.e., the co-occurrence of both cue types when the new information is revealed). Results showed that voices have the greatest updating impact and that the updating effect of faces was halved when voices co-occurred for a second time. We discussed these results as evidence of the dynamical evolution of cross-modal impressions.