MacLachlan and his colleagues (LaBarbera & MacLachlan, 1979; MacLachlan & Siegel, 1980) contend that people prefer speech that is somewhat faster than normal speed, and that this prompts them to elaborate more on the advertising message. While they provide data that are consistent with this conclusion, attempts at replication have not provided support (Stephens, 1982; Lautman & Dean, 1983; Schlinger et al., 1983; Moore, Hausknecht, & Thamodaran, 1986).
Moore et al. (1986) offer an alternative thesis, suggesting that time compression interferes with the listener’s opportunity and motivation to elaborate on the ad. They argue that accelerating speech not only curtails processing time, it also serves as a cue that processing will be difficult. Drawing on the Elaboration Likelihood Model (Petty & Cacioppo, 1986) they argue that when speech rate is faster than normal, consumers will tend to process the substance of the ad less and focus instead on peripheral cues such as the likeability of the announcer’s voice. Empirical findings provide support for this prediction. Unfortunately, their methodology does not enable them to determine whether this is the result of reduced opportunity to process, reduced motivation to process, or both.
One means of addressing this question is to determine whether the effects of compression are driven primarily by syllable speed or interphrase pausation. Research has found that accelerated speech is perceived as more difficult to understand, and that for the same degree of time compression, accelerating syllable speed has a much larger effect on perceptions of speech rate than shortening interphrase pauses (Grosjean & Lane, 1976; Miller and Grosjean 1981). Thus, if the effects of compression are driven by reduced motivation to process, ad response should be more sensitive to changes in syllable speed. If they are driven simply by decreased opportunity to process, then reducing processing time by accelerating syllable speed should have the same impact as an equivalent reduction resulting from shortening interphrase pauses.
Consistent with previous research by Moore et al. (1986), we show that the effect of increasing speech rate in broadcast advertising is to disrupt, rather than enhance, consumer processing of the ad. More importantly, we extend their work by distinguishing between two alternative explanations for the observed disruption. First, we find that interphrase pausation has no effect on ad processing or attitude change. Since this variable has a substantial impact on the time available to process, it seems unlikely that lack of opportunity to process is responsible for the reduced processing associated with faster speech. Syllable speed, on the other hand, does influence consumer response, with faster articulation serving to disrupt message processing. Further, in the high syllable speed condition, subjects exposed to an ad with a low pitch voice, which is perceived as more attractive and credible, exhibited more favorable ad-directed cognitive responses and more positive ad and brand attitudes. Given that both manipulations reduced the ad’s running time by exactly the same amount, these results support a motivational explanation for the effects of compressed speech, at least within the normal range of human speech.
感觉这几段好像跟文章考古思路比较接近,其他内容没提到~
请大牛帮忙鉴定~
-- by 会员 四叶草clover (2011/11/13 10:48:51)
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发表于 2011-11-13 10:07:18
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