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A new method for selectively enhancing hemisphere processing: voice frequency amplification influences the strength
Michael McCormick1, John J Seta
1Department of Psychology, University of North Carolina at Greensboro, Greensboro, NC 27402-6170, USA. mjmccorm@uncg.edu
Laterality
|October 27, 2012
Summary
The attribute framing effect, where positive or negative descriptions influence evaluations, is stronger when the right hemisphere
Area of Science:
- Cognitive Psychology
- Neuroscience
- Social Psychology
Background:
- Attribute framing effects occur when descriptive frames influence evaluations.
- Hemispheric processing styles (right vs. left) may modulate framing effects.
- Voice frequency is a novel manipulation to target hemisphere-specific processing.
Purpose of the Study:
- To investigate the role of right versus left hemisphere processing in attribute framing effects.
- To examine if voice frequency can differentially enhance hemisphere-specific processing and influence framing.
- To explore the theoretical and applied implications of hemisphere-specific framing effects.
Main Methods:
- Participants were exposed to attribute framing manipulations delivered by speakers with either low-frequency (enhancing right hemisphere processing) or high-frequency (enhancing left hemisphere processing) voices.
- The study measured the extent to which participants' evaluations were influenced by the framing of attributes.
- Voice frequency was used as a manipulation to target contextual (right hemisphere) versus inferential/analytical (left hemisphere) processing styles.
Main Results:
- A significant attribute framing effect was observed when a low-frequency voice enhanced right hemisphere contextual processing.
- No significant framing effect was found when a high-frequency voice enhanced left hemisphere inferential/analytical processing.
- These findings suggest the right hemisphere's contextual processing is more susceptible to framing.
Conclusions:
- The right hemisphere's contextual processing style is particularly vulnerable to associative implications inherent in attribute framing.
- Voice frequency manipulation offers a practical method for modulating the effectiveness of persuasive messages.
- Understanding hemispheric differences in framing susceptibility can inform communication strategies.
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