Low Pitch and High Status : The Effects of Acoustic Pitch on the Evaluation of Status-Signaling Product
This research examines the influence of voice pitch in a status-signaling product’s marketing stimuli on consumer attitude toward the product. Drawing from research on mental association and acoustic pitch, we hypothesize that low-pitched voices positively affect consumers’ attitudes toward a product by increasing consumers’ perceived status value of the product. Moreover, the hypothesized effects occur only for male voices and when the product-related decision is to be made in the distant future. When a female voice is used and when the product-related decision is to be made in the near future, these effects disappear. Using four lab experiments and one field experiment, we test these hypotheses and find supporting evidence for them. Our findings offer an important theoretical contribution to the sensory marketing literature. This research also provides useful guidance for managers to more effectively market status-signaling products
Year of publication: |
2022
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Authors: | zhang, kaijun ; Ye, Jun |
Publisher: |
[S.l.] : SSRN |
Saved in:
freely available
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