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    • Digoxigenin-11-ddUTP The variable gender is the most studied

    2018-11-05

    The variable ‘gender’ is the most studied resource of the voice in the literature on radio. Its advertising effectiveness has been studied, although with contradictory results (Wolin, 2003). With our study, we attempt to contribute by determining whether the prevalence of male spokespersons detected by Monk-Turner, Kouts, Parris, and Webb (2007) – based on a investigation carried out in the USA – and Furnham and Paltzer (2010) – based on investigations in 26 countries – is justified. This predominance could be due to the existence of gender stereotypes in terms of voice characteristics that limit the presence of female voices (Rodero, Larrea, & Vázquez, 2010) and results in male voices prevailing when it Digoxigenin-11-ddUTP comes to selecting a spokesperson (Rodero, Larrea, & Vázquez, 2012). However, it may also be due to the belief that since male voices are generally deeper, they seem more authoritarian, convincing and persuasive than female ones, as shown in Furnham and Paltzer\'s study (2010). Moreover, despite the perception that male voices are more effective in advertising, Wolin\'s metaanalysis (2003), consisting in the analysis of three decades of gender-related advertising research, highlights there is some controversy on the subject. For instance in an experimental design on 60 individuals in Spain Rodero et al. (2010) and Rodero et al. (2012) show that there are no significant differences in terms of voice effectiveness, adequacy and recall regardless of whether the voice is male or female. In this line, Freiden (1984) in an experiment on 226 people divided by age (college students–adults) and gender (male–female), had already demonstrated that when using celebrities the gender of the endorser did not significantly affect spokesperson credibility and advertising effectiveness in television. Having said this, Rodero et al. (2012) and Whipple and McManamon (2002) conducted several investigations with experimental designs; their findings on a sample of 472 Spanish students, graduate and undergraduate for both gender-imaged and nongender-imaged products and a sample of 372 American Journalism students for three different products with clear gender ascriptions, respectively, suggest that spokesperson gender can affect advertising evaluation for a gender-specific product but not for nongender-imaged products. According to Wolin (2003), these discrepancies could be caused by the fact that firstly, many of the empirical studies did not report reliability assessments of the dependent measures, calling the reliabilities into question, and secondly, most empirical studies used students as subjects. Considering the above and given that the advertised product was blood donation, which is a nongender-imaged product, we propose the following hypothesis: Chattopadhyay et al. (2003) consider that voice plays a decisive role in influencing the message recipient\'s response to advertising as it can attract listeners’ attention and facilitate the generation of favorable responses. In fact, their study reveals that low-pitched voices exhibited more favorable advertisement-directed cognitive responses and more positive ad and brand attitudes. Similarly, various studies show that low-pitched voices are seen as more attractive and generate more credibility for their audience, influencing advertising effectiveness (Rodero et al., 2010). Based on these results we formulate this hypothesis: Rodero et al. (2010) highlight the fact that few studies prove or reject the hypothesis regarding the higher level of effectiveness of male voices, despite the prevalence of male voices in radio communication. Most of these studies analyze the effectiveness of a voice based on their acoustic qualities, regardless of their gender. The importance of including spokesperson gender in studies on radio advertising is mentioned in Chattopadhyay et al. (2003). Although most studies reveal low-pitched male voices generate higher advertising effectiveness, this is not so evident in the case of female voices.