InterSpeech 2021

Impact of Emotional State on Estimation of Willingness to Buy from Advertising Speech
(3 minutes introduction)

Mizuki Nagano (NTT, Japan), Yusuke Ijima (NTT, Japan), Sadao Hiroya (NTT, Japan)
The characteristics of a speaker’s voice can affect the perceived impression or behavior of the listener. Previous studies of consumer behavior have shown that this can be well explained by the emotion-mediated behavior model. However, few studies of the emotion-mediated behavior model have used advertising speech. In this paper, we examine whether the stimulus-organism-response theory using emotional state can explain willingness to buy from advertising speech stimulus. The subjects listened to speech with modified speech features (mean F0, speech rate, spectral tilt, or standard deviation of F0) and rated their willingness to buy the products advertised in the speech and their own perceived emotions (pleasure, arousal, dominance). We found that the emotions partially mediate the influence of speech features on the willingness to buy. These results will be useful for developing a method of speech synthesis to increase people’s willingness to buy.