Voice and persuasion in a banking telemarketing context

Voice has been neglected in research on advertising and persuasion. The present study examined the influence of voice and sex on the credibility of the voice source in a banking telemarketing context as well as with regards to the attitude toward the advertisement, and subjects' behavioral intention. An experiment using voices of a man and a woman was conducted. A recorded mock-telemarketing message consisted of an advertisement for an ATM card offered by a Canadian bank. Subjects were undergraduate students (N=399; 71.6% women, 28.4% men; M age=26.5 yr., SD = 7.4). They completed a questionnaire after hearing the message in telemarketing conditions. Analysis indicated a moderate intensity, an unmarked intonation, and a fast speech rate are associated with a more credible source than the other combinations. Sex was not a significant moderator in the relationship between voice characteristics and source credibility. Voice characteristics significantly affected attitudes toward the advertisement and behavioral intention.     

Disgust-specific modulation of early attention processes

Although threatening images are known to attract and keep our attention, little is known about the existence of emotion-specific attention effects. In this study (N = 46), characteristics of an anticipated, disgust-specific effect were investigated by means of a covert orienting paradigm incorporating pictures that were either disgust-evoking, fear-evoking, happiness-evoking or neutral. Attention adhesion to these pictures was measured by the time necessary to identify a peripheral target, presented 100, 200, 500, or 800 ms after picture onset. Main results showed that reaction times were delayed for targets following the disgust-evoking pictures by 100 and 200 ms, suggesting that only these pictures temporarily grabbed hold of participants' attention. These delays were similar for ignore- and attend-instructions, and they were not affected by the participants' anxiety levels or disgust sensitivity. The disgust-specific influence on early attention processes thus appeared very robust, occurring in the majority of participants and without contribution of voluntary- and strategic-attention processes. In contrast, a smaller and less reliable effect of all emotional (arousing) pictures was present in the form of delayed responding in the 100 ms cue-target interval. This effect was more transitory and apparent only in participants with relatively high state-anxiety scores. Practical and theoretical consequences of these findings are discussed.     

Gender Differences in Divergent Thinking: Use of the Test of Creative Thinking-Drawing Production on an Egyptian Sample

The issue of gender differences in creativity has been a controversial and much-disputed subject for decades. The purpose of this study was to explore gender differences in divergent thinking and the effect of gender-grade level interaction on divergent thinking. The sample consisted of 901 (367 boys and 534 girls), from K to 6, who were recruited from 7 coeducational schools in various rural and urban school districts in southern Egypt. The students’ divergent thinking was assessed using the Test of Creative Thinking-Drawing Production (TCT-DP), a nonverbal measure of creative potential. The results of the study indicated no gender differences in divergent thinking, but the grade level effect was statistically significant, as was the interaction effect between gender and grade level (in 3 of the TCT-DP subscales).