Voice Persuasion from a Number of Speakers

Up to a point, the more persuasive messages I hear for a course of action, the more likely I will be persuaded. What researchers at Singapore Management University, Cornell University, and INSEAD, France add to this commonsense formula is that, up to a point, the greater the number of distinctive voices presenting the messages, the more compelling will be the persuasion.
     Analysis of Kickstarter fundraising campaigns showed that adding another voice while keeping the length of the appeal the same increased by almost 40% both the tally of people making any pledge and the average amount pledged. In a laboratory study, the more voices included in a brief video advertising a cell phone charger, the greater the dollar amount people said they’d be willing to pay for the charger.
     Certainly, one explanation for the advantage of an additional voice is that it implies the appeal of the persuasive messages is more widespread. Additionally, the researchers’ explanation for the effect is that a change in voice restores attention which may have drifted away from the messages. Analysis of the study data suggests that having an additional voice or voices is best when the messages are relatively simple so that less effort is needed for comprehension, and even with simple messages, the effect works best when the speakers talk at a moderate rather than rushed pace.
     The characteristics of voices also make a difference. Duke University researchers found that if the announcer advertising a retail service is a man, the women listening to the ad are more likely to purchase the service when that announcer uses a creaky voice rather than a smooth voice. When the announcer in the advertisement was a woman, female listeners were more likely to make a buy if they heard a smooth voice instead of a creaky voice. Female consumers go for smooth in women and angular in men.
     Researchers at California State University Bakersfield centered their inquiry about voice assistant personality on the principle that the main objective of a persuasive voice should be to flow us through the transaction. The researchers asked a total of 275 consumers to rate on seventy personality traits the voices of Amazon Alexa, Microsoft Cortana, and Google Assistant. Among the characteristics found to clearly enhance a prospect’s flow state were intelligence, defined as how competent and confident the voice sounds, and sincerity, defined as how friendly and agreeable the voice sounds. 

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