Perceived emotional states mediate willingness to buy from advertising speech.

ABSTRACT: Previous studies have shown that stimulus-organism-response (SOR) theory can well explain the willingness to buy from stores, products, and advertising-related stimuli. However, few studies have investigated advertising speech stimulus that is not influenced by visual design. We examined whether SOR theory using emotional states can explain the willingness to buy from advertising speech stimulus. Participants listened to speech with modified speech features (mean F0, speech rate, and standard deviation of F0) and rated their willingness to buy the advertised products and their perceived emotional states (pleasure, arousal, dominance). We found that emotional states partially mediate the influence of speech features on the willingness to buy. We further analyzed the moderating effects of li

SUBMITTER: Nagano M 

PROVIDER: S-EPMC9870619 | biostudies-literature | 2022

REPOSITORIES: biostudies-literature