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Prof. Jerry Jisang Han
Assistant Professor of Marketing
SKK Business School
Sungkyunkwan University

ABSTRACT

Consumers can make consequential inferences about service providers based on subtle communication cues. The current paper proposes that relatively high (vs. low) pitched voices in marketing communications can increase perceptions of service provider warmth when warmth is an important attribute for evaluation (e.g. for warmth-related services or for consumers who value warmth in services). In turn, increased perceptions of warmth enhance consumers’ evaluation of and preference for these services. Eight studies provide support for these predictions. First, in three lab studies, the authors find that relatively higher pitched voice improves consumer response towards service providers when warmth is relevant to the category (Study 1), when consumers personally value warmth (Study 2), and when consumers subscribe to communal (vs. exchange) relationship norms (Study 3). Next, field data involving podcast evaluations (Study 4) and Kickstarter pledge data (Study 5) provide further support for this effect. The results of three Web Appendix Studies (2 lab studies, 1 field study) show consistent support. The findings contribute needed nuance to the literature on nonverbal cues in sensory marketing and provide actionable guidelines for marketing managers.