1. Speaking speeds
Prepared by J. Scott Armstrong (details on him at jscottarmstrong.com).
Please inform Scott about errors and also make suggestions (armstrong@wharton.upenn.edu)
Scott has taken these slides from adprin.com, a site that he founded. That site contains interactive versions of these
slides, along with linked references, videos, and webcasts, all in PPT and PPTX format that you can download.

2. Speaking speeds
When should announcers speak fast?
Once you have written your response, click for the
evidence-based principle.
Adapted from AdPrin.com 2

3. Use a rapid speaking for simple messages about
low-involvement products (10.4.1.)
The typical speaking rate is about 160 words per
minute. Listeners prefer about 175 wpm.
Fast talkers are judged as more
competent, truthful, fluent, energetic, enthusiasti
c, and persuasive than slow speakers ( based on a
study by Moore, Hausknecht, and Thamodaran in
1986 – see Persuasive Advertising p 275).
Further Evidence
• Time compression of up to 30% has little
effect on purchase intentions (Vann, Rogers, and Penrod
1987 – see Persuasive Advertising p 274)

4. Based on this exercise, write a small application step for
yourself, and set a deadline, preferably within one week. If you
are working with someone else, share your application plan and
the results of your application.
Adapted from AdPrin.com