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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.
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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