Vocalic communication in persuasion

Abstract

Previous studies demonstrated that credibility is inferred from vocalic communication. These studies, however, may not be generalizable and have not shown vocal cues to affect persuasion. The present study utilized recordings of a speech delivered by the same speaker in two styles (conversational and dynamic). Controlling for verbal style (opinionated language), vocalic cues induced different credibility perceptions and, interacting with initial credibility structured through an introduction of the speaker, affected the message's persuasive effect.