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http://hdl.handle.net/10553/37174
Title: | How does the radio spokesperson's voice influence credibility? | Authors: | Martín-Santana, Josefa D. Reinares-Lara, E. Reinares-Lara, P. |
UNESCO Clasification: | 6114 Psicología social | Keywords: | Radio spokesperson Spokesperson credibility Voice qualities Spokesperson gender Spokesperson vocal pitch, et al |
Issue Date: | 2017 | Journal: | Communications | Abstract: | In radio, spokesperson credibility is a resource that can improve the effectiveness of a message, and its analysis requires the study of how voice qualities influence the listener. The aims of this study are to design and test the suitability of a scale of radio spokesperson credibility, and to analyse the effect of the phonoaesthetic function-that is, how a spokesperson's gender, vocal pitch, accent and their interactions affect their credibility. We conducted a 2 × 2 × 2 experimental design via eight radio programmes in which we inserted a radio spot as stimulus material. The hypotheses were tested on a sample of 987 Spanish radio listeners, and the advertised service was blood donation. The results allowed the validation of a scale of spokesperson credibility, traditionally used in audiovisual media, formed by three dimensions (attractiveness, expertise and trustworthiness), and provide several implications for the selection of a spokesperson for radio. | URI: | http://hdl.handle.net/10553/37174 | ISSN: | 0341-2059 | DOI: | 10.1515/commun-2017-0015 | Source: | Communications[ISSN 0341-2059],v. 42, p. 151-172 |
Appears in Collections: | Artículos |
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