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Persuasion is the process of changing our attitude toward something based on some kind of communication. Much of the persuasion we experience comes from outside forces. How do people convince others to change their attitudes, beliefs, and behaviors? What communications do you receive that attempt to persuade you to change your attitudes, beliefs, and behaviors?
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Asthma Detection Research Based on Voice Signal Processing and Machine Learning
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How the voice persuades.

Alex B Van Zant1, Jonah Berger2

  • 1Department of Management and Global Business.

Journal of Personality and Social Psychology
|June 14, 2019
PubMed
Summary
This summary is machine-generated.

Persuasive vocal cues, like pitch and volume, can influence attitudes and choices. Even when detected, confident delivery enhances persuasion by signaling speaker conviction.

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Area of Science:

  • Psychology
  • Communication Studies
  • Linguistics

Background:

  • Limited research exists on the persuasive impact of paralanguage (acoustic speech properties like pitch and volume).
  • People often focus on the content of messages rather than the vocal delivery.
  • Understanding how 'how' something is said influences persuasion is crucial.

Purpose of the Study:

  • To investigate the effectiveness of paralinguistic persuasion attempts.
  • To determine if vocal modulation influences perceivers' attitudes and choices.
  • To explore the mechanisms behind successful paralinguistic persuasion.

Main Methods:

  • Four experiments were conducted to test the impact of paralinguistic cues on persuasion.
  • Participants' attitudes and choices were measured in response to varying vocal deliveries.
  • Exploratory analysis and replication experiments examined specific vocal cues like loudness and volume variation.

Main Results:

  • Communicators engaging in paralinguistic persuasion attempts naturally use cues that influence perceivers.
  • Paralinguistic persuasion succeeds even when detected, by enhancing perceived speaker confidence without reducing sincerity.
  • Increased loudness and volume variation in speech signal confidence and facilitate persuasion.

Conclusions:

  • Vocal delivery (paralanguage) is a significant factor in persuasion.
  • Confident vocal demeanor acts as a signal of strong message endorsement.
  • Paralinguistic strategies can be uniquely effective in persuasion, sometimes more so than linguistic content alone.