The Voice of the Announcers

Effects on Perception, Physiological Arousal, Attitudes Toward the Ad, Intent to Buy, and Recall

Bibliographic Data

ID21835263
AuthorsEmma Rodero (0000-0003-0948-3400, Schlumberger (Ireland), corresponding author)
Year2026
Volume33
Issue1
Pages204-222
Publication date2026-01-02
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueJournal of Radio & Audio Media (JOURNAL)
Journal identifiersISSN: 1937-6529 • E-ISSN: 1937-6537
PublisherInforma UK Limited (PUBLISHER • GB)
DOI10.1080/19376529.2024.2389670
OpenAlexW4401684399
LanguageEN
References cited27

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

Advertising · Arousal · Audiology · Business · Cognitive psychology · Perception · Recall · Color perception and design · Consumer Behavior in Brand Consumption and Identification · Consumer Retail Behavior Studies · Medicine · Psychology · Social Psychology

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