A sweet voice: The influence of crossmodal correspondences between taste and vocal pitch on advertising effectiveness

Crossmodal correspondences have been increasingly reported in recent scholarship, and pitch–taste associations have been observed. People consistently associate high-pitched vocal tones with sweet/sour foods, while low-pitched tones tend to be associated with bitter foods. The human voice is key in broadcast advertising, and the role of voice in communication generally is partly characterized by acoustic parameters of pitch. However, it remains unknown whether voice pitch and other senses relevant to product attributes (e.g., taste) interactively influence consumer behavior. Since congruent sensory information is desirable, it is plausible that voice pitch and taste interactively guide consumers’ responses to advertising. Based on the crossmodal correspondence phenomenon, this study aimed to elucidate the role played by voice pitch/taste correspondences in advertising effectiveness. Participants listened to voiceover advertisements (at a high or low pitch) for three food products with distinct tastes (sweet, sour, and bitter) and rated their buying intention (an indicator of advertising effectiveness). The results show that the participants were likely to exhibit greater buying intention toward both sweet and sour food when they listened to high-pitched (vs. low-pitched) voiceover advertisements. The effects for sweet food occurred when the vocal pitch was considerably high (Studies 2 and 3), but not when pitch was only moderately high (Study 1). The influence of high pitch on sour food preferences was somewhat inconsistent. These findings emphasize the role that voice pitch/taste correspondence plays in preference formation, and advance the applicability of crossmodal correspondences to business.