Research On The Influence Of Advertising Sound Tone On Consumer Product Attitude Evaluatio

People are exposed to a lot of sound messages every day,most of which come from marketing campaigns.The most common forms of sound in modern business are human voice,ambient sound and music.Every sound contains three elements: pitch,loudness and timbre,and their changes will affect the recognition and perception of the human auditory system,among which pitch is the most important element.In marketing communication,although some sounds are favored by advertisers,there is little evidence to explain the effectiveness and characteristics of these sounds.In addition,Internet big data mostly exists in the form of audio and video,and with the popularity of mobile Internet and smart terminals,sound advertising has achieved great innovation and development.Therefore,analyzing and processing sound advertising data,examining the role of sound characteristics in advertising effectiveness,and applying the conclusions to business practices will help enterprises discover new business models and marketing tools.In language communication,people can not only convey content through vocabulary,but also convey information through the expression of vocabulary.In many cases,the ability of sound to convey information and meaning exceeds oral or written language and influences attitudes and perceptions of listeners.A large number of literatures have shown that more and more researches focus on the influence of the three elements of sound on various consumer-related issues,and the existing research results are gradually enriched.In this paper,pitch is the research object,because existing studies have found that pitch has an impact on consumers’ product perception,dominance and reliability,spatial perception,risk avoidance,expression of emotion,etc.As a peripheral clue of marketing stimulation,consumers are likely to rely on pitch to form conclusions about unspecified product attributes,convey product information,or make judgments and responses to some persuasive attempts.In addition,dubbing actors can control the characteristics of sound through training,and use them to affect consumers’ psychological perception and behavioral decisions,so as to help enterprises use auditory information for marketing communication.Although scholars have conducted in-depth research on how pitch affects consumers’ cognition,emotion,and behavior,few have explored the impact of advertising voice pitch on consumers’ product attitude evaluation.Focusing on this issue,this study examines the impact of advertising voice pitch on consumers’ attitude evaluation of different types of products,as well as the process mechanism and related regulatory factors.Based on association theory,conceptual metaphor theory,emotion-information theory,Elaboration Likelihood Model and,this research constructs a theoretical model that advertising pitch affects consumers’ attitude toward different types of products.The following exploratory work was done through four studies:(1)431 TV ads were obtained from11 TV channels,and the product types in the ads were coded.The praat program script was used to extract the pitch of each TV ad,so as to explore the relationship between pitch and product type.In other words,whether there were significant differences in the advertising pitch of different types of products.(2)Using the method of situational experiment,we explored the impact of advertising voice pitch on consumers’ product attitude evaluation.The main conclusions are as follows:Firstly,there are significant differences in the pitch of advertising voice under different product types.On the one hand,Secondary data analysis found that there were significant differences in advertising voice pitch between different types of products,and hedonic products had higher pitch than functional products.On the other hand,the results of the recording experiment found that functional products mainly emphasize the functionality of the product.The dubbing actors has lower pitch and smaller pitch change,but the loudness change is larger.While hedonic products mainly highlight the hedonic properties of the product.The dubbing actors has higher pitch and more pitch change,but the loudness change is smaller.This provides effective theoretical support and external evidence for exploring the influence of advertising pitch on attitude evaluation of different types of products.Secondly,the interaction between advertising voice pitch and product type will affect consumers’ attitude evaluation of products.For functional(vs.hedonic)products,low-pitched(vs.high-pitched)advertising sounds are more conducive to improving consumers’ product attitude evaluation.In addition,the functional perception and hedonic perception are the mechanisms by which pitch affects consumers’ attitude evaluation of different types of products.For functional products,the low-pitched advertising voice reminds people that the product is reliable,composed,authoritative,etc.,which promotes the functional perception of the product,thereby improving consumers’ product attitude evaluation.For hedonic products,the high-pitched advertising voice makes people think that the product can stimulate consumers’ emotional response such as happiness,excitement,lightness and fun,which promotes the hedonic perception of the product,thereby improving consumers’ product attitude evaluation.Thirdly,need for cognition moderates the influence of the interaction between advertising pitch and product type on consumers’ product attitude evaluation.When consumers have low cognitive needs,for functional(vs.hedonic)products,low-pitched(vs.high-pitched)advertising sounds are more conducive to improving consumers’ product attitude evaluation.However,when consumers belong to high cognitive needs,whether it is for functional products or hedonic products,there is no significant difference in the impact of advertising pitch on consumers’ product attitude evaluation.In addition,awarenss of the association between pitch and product perception moderates the impact of advertising voice pitch on consumers’ attitude evaluation of different types of products.When consumers are not aware of the metaphorical associations between pitch and the perception of different types of products,for functional(vs.Hedonic)products,low-pitched(vs.high-pitched)advertising sounds generate higher attitudes among consumers.When consumers are aware of the metaphorical associations between pitch and the perception of different types of products,there was no significant difference in the impact of pitch on consumers’ attitude toward products,whether it is for functional products or hedonic products.Through the above research work,the innovations contributed by this paper are reflected in three aspects:Firstly,the contributions to the field of pitch researchPrevious studies on the impact of voice pitch on consumer product evaluation mainly focused on the impact of voice pitch on product perception,such as the perception of product crispness and freshness,roughness,carbonation,food preference and service behavior,anxiety and risk aversion,healthy choice,purchase intention and so on.However,few researchers have studied the effect of pitch on the inference of product attributes and the evaluation of product attitudes in advertisements.Based on this,this paper takes the pitch of advertising voice in marketing communication as the research object,and firstly investigates the effect of pitch on consumers’ attitude evaluation of products.This extends pitch research to the field of product attitude,thus making up for the deficiency of pitch research.Secondly,from the perspective of product perception,the paper explains the mechanism of the effect of advertising pitch on the evaluation of product attitudeLiterature in the field of marketing mostly discusses the overall impact of pitch on consumers,but does not conduct in-depth research on the mechanism of action.Previous studies have found that the mechanisms by which pitch influences consumers include physiological responses,metaphors,emotional arousal,and cross-modal correspondence,which are rarely interpreted from the perspective of product perception.From the perspective of product hedonic and functional perception,this paper discusses the effect of advertising pitch on consumers’ attitude evaluation of products in marketing communication,and explains the mechanism behind the effect through association theory.We found that for functional(vs.hedonic)products,lowpitched(high-pitched)advertising sound enhanced product functional perception(vs.Hedonic perception),and then improve product attitude evaluation.Theoretically,this study is helpful to deepen and enrich auditory marketing theory and expand the application of association theory.Thirdly,the boundary conditions of the effect of pitch on product attitude evaluation are investigatedPrevious studies in the field of pitch mostly considered the possible moderating factors from the perspective of consumers.In this paper,we found that the matching of low-pitched(vs.high-pitched)advertising sounds with functional(v.hedonic)products promotes consumers’ product attitude evaluations,and the factors that interfere with this matching are worth exploring.Pitch is a subtle peripheral cue that is more influential when participation is low.Need for cognition will affect consumers’ processing of information.Consumers with low need for cognition are more inclined to rely on peripheral cues such as advertising pitch to evaluate product.However,the evaluation of products by consumers with high need for cognition is mainly the result of deep thinking and cognitive processing,and the formation of their attitudes is mainly based on the demonstration of information.In addition,the association between advertising sound pitch and perception of different types of products is an automatic,subconscious process.Once people are aware of their connection,their attention is drawn to the priming phase,and other observable effects weaken.Based on this,this paper examineed whether need for cognition and associative awareness moderated the impact of pitch on product attitude evaluation.