The Voice of the Announcers Effects on Perception, Physiological Arousal, Attitudes Toward the Ad, Intent to Buy, and Recall

Abstract

ABSTRACT In radio messages, announcers use a particular and marked style that is not always conceived as the most effective. This study aims to analyze the perception, attitudes toward the brand, intent to buy, physiological arousal, and recall of voices with different pitch and intonation in radio commercials. The results showed that low-pitched voices were the most natural, attractive, and credible, with the highest attitude toward the brand, purchase intentions, emotional physiological activation, and recall. Regarding intonation, the moderate dynamic strategy was the best perceived, with the highest autonomous arousal, recall, attitude toward the brand, and purchase intentions.