10th Annual Conference of the International Speech Communication Association

Brighton, United Kingdom
September 6-10, 2009

Effects of Tempo in Radio Commercials on Young and Elderly Listeners

Hanny den Ouden, Hugo Quené

Utrecht University, The Netherlands

The aim of the present study is to investigate the effects of tempo manipulations in radio commercials, on listeners’ evaluation, cognition and persuasion. Questionnaire scores from 131 young and 130 elderly listeners show effects of tempo manipulation on listeners’ subjective evaluation, but not on their cognitive scores. Tempo effects on persuasion scores are modulated by the listeners’ general disposition towards radio and radio commercials. In sum, it seems that not age but listeners’ general disposition is of importance in evaluating tempo manipulation of radio commercials.

Full Paper

Bibliographic reference.  Ouden, Hanny den / Quené, Hugo (2009): "Effects of tempo in radio commercials on young and elderly listeners", In INTERSPEECH-2009, 816-819.