Abstract
How emotion in voice expressions affects voice endorsements is less understood. In this paper, we followed two lines of reasoning and incorporated the arguments of promotive and prohibitive voice to explain when and how emotional voice expressions facilitate voice endorsements. Specifically, based on the display rule of emotion perspective, we proposed that expressing positive emotion would lead to more voice endorsements through perceived voicers' emotion management ability, especially for prohibitive voice. However, based on the information processing perspective, we proposed that positive voice expression of promotive voice and negative expression of prohibitive voice would increase information processing fluency by eliciting perceived emotional expression authenticity, leading to higher voice endorsements. Results from two studies consistently supported the display rule of emotion perspective explanation. The practical implication, as well as future research direction, is discussed.
Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
