This document discusses how voice affects persuasion and attitude change. It reports on research showing that tone of voice conveys 38% of meaning in a conversation. A job interview study found voice confidence is important. Regarding gender, men prefer mid-bass tones in other men and women prefer high-clear tones in other women. The document outlines voice qualities suited to different jobs and theories of persuasion. It describes an experiment that found high-pitched, clear tones scored highest while slow, unclear tones scored lowest. Results showed voice tone and pace impact persuasion for sales and speeches. The conclusion is that voice, especially tones and pacing, plays a key role in persuasion.

1. PERSUASION AND ATTITUDE
CHANGE
VOICE : WHAT VOICE
MAKES US TRUSTWORTHY
Psychology 20092141 Maeum Han

3. VOICE PLAY AN IMPORTANT PART IN
PERSUASION AND FAVOR?
 The Mehrabian study: Elements in Conveying
a Message is that in a conversation, words
deliver just 7% of the received meaning, with
tone of voice conveying 38% of the meaning,
and body language 50%(expression 35%,
attitude 20%).
=> Voice tone is most important thing in
information delivery.
 In a job interview, confidence voice is one of
important element that interviewers think.(목소리
가 바뀌면 인생이 바뀐다, 안철민)

4. WHAT IS A GOOD VOICE?
 Good voice when the opposite sex heard
 Middle-bass tone as man: 61.4%
 High-clear tone as women : 48.8%
 Good voice when the same sex heard
 Middle-bass tone as man : 41.2%
 High-clear tone as women : 69.6%

5. VOICE ABOUT JOBS
 Businessman : Lower tone and soft voice
=>Be effective for persuasion
 Show host : High –pitched and variation of
voice=> Be effective for upward in sales
 Telemarketer : Voice is most important =>
high-pitched ‘Mi’ and ‘Pa’
 Counselor & Consultant : Soft and epicene
voice

6. THEORY
DIFFILCULT
GOOD VOICE OR TOO LONG
SPEECH
Forwarders elements
+
Peripheral Route as
Elaboration Theory
More feel persuaded with effective

7. EXPERIMENT
 Experimental methods : Significant things of
voice element are tone, pause, and fast
(2010, ).
 So -> Record 6 voices what is effected about
tone, pause, fast and make questionnaire
include in favorable of each voice and voice that
persuaded in special situation for subjects.

8. EVALUATION FORM

9. VOICE

10. THE RESULT OF AN EXPERIMENT
 High-pitched and clear tone got the highest
score. On the other hand, slow voice and
unclear tone got the lowest score.
Voice 6
11%
Voice 5
13% Voice 1
25%
Voice 4 voice 2
18% 21%
Voice 3
12%

11. THE RESULT OF AN EXPERIMENT
Male
Female
35
35
30 30
25 25
20 20
15 15
10 10
5 5
0
0
voice voice voice voice voice voice
voice voice voice voice voice voice
1 2 3 4 5 6
1 2 3 4 5 6

12. THE RESULT OF AN EXPERIMENT
 The voice with effective persuasion
 selling goods: voice 1 -75%, voice 2 -25%
 campaign speech : voice 2 - 65%, voice 1 - 35%
It showed meaningful result about persuasion
just by a little voice difference.
It is most sensitive tones and slowness.

13. CONCLUSION
Voice plays an important role in reference to persuasion
Voice element that be effected persuasion are tone, pause, and fast.
It’s effected high tone and cheerful voice that persuasion with sales
It’s effected relaxed and slightly lower voice that persuasion with
speech.