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Examining the persuasiveness of text and voice agents: prosody aligned with information structure increases human-likeness, perceived personalisation and brand attitude.

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Title: Examining the persuasiveness of text and voice agents: prosody aligned with information structure increases human-likeness, perceived personalisation and brand attitude.
Authors: Voorveld, Hilde, Panteli, Andreas, Schirris, Yoni, Ischen, Carolin, Kanoulas, Evangelos, Lentz, Tom
Source: Behaviour & Information Technology. Aug2025, Vol. 44 Issue 12, p2913-2928. 16p.
Subjects: Speech, Research funding, Conversation, Computer software, Consumer attitudes, Sensory perception, Statistical sampling, Questionnaires, Marketing, Descriptive statistics, Photography, Analysis of covariance, Chi-squared test, Physiological aspects of speech, Analysis of variance, Human voice, Text messages, Data analysis software, Confidence intervals, User interfaces, Chatbots
Abstract: To give product and brand recommendations, marketers make use of conversational agents which increasingly communicate via voice rather than text. Existing research comparing the persuasiveness of text and voice agents showed mixed results. The quality of the speech synthesis employed may strongly influence consumers' responses. This study investigates to what extent a voice agent with pragmatically aligned prosody is more persuasive (i.e. yields a more positive brand attitude) than an agent with a standard voice or text, and whether perceived human-likeness and perceived personalisation provide an underlying mechanism to explain these differences. In an experiment (n = 212), participants interacted with a conversational agent that recommended a camera. Results showed that a voice agent using prosody aligned to the information state of the user is more persuasive than a text agent. This effect is mediated by perceived human-likeness and perceived personalisation. Hence, aligned prosody can make synthetic speech meet a certain quality threshold to be perceived as more human-like. Theoretically, this study helps to unravel why conversational agents with human-like features are more persuasive. [ABSTRACT FROM AUTHOR]
Copyright of Behaviour & Information Technology is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
Database: Psychology and Behavioral Sciences Collection
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  Data: Examining the persuasiveness of text and voice agents: prosody aligned with information structure increases human-likeness, perceived personalisation and brand attitude.
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  Data: To give product and brand recommendations, marketers make use of conversational agents which increasingly communicate via voice rather than text. Existing research comparing the persuasiveness of text and voice agents showed mixed results. The quality of the speech synthesis employed may strongly influence consumers' responses. This study investigates to what extent a voice agent with pragmatically aligned prosody is more persuasive (i.e. yields a more positive brand attitude) than an agent with a standard voice or text, and whether perceived human-likeness and perceived personalisation provide an underlying mechanism to explain these differences. In an experiment (n = 212), participants interacted with a conversational agent that recommended a camera. Results showed that a voice agent using prosody aligned to the information state of the user is more persuasive than a text agent. This effect is mediated by perceived human-likeness and perceived personalisation. Hence, aligned prosody can make synthetic speech meet a certain quality threshold to be perceived as more human-like. Theoretically, this study helps to unravel why conversational agents with human-like features are more persuasive. [ABSTRACT FROM AUTHOR]
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  Data: <i>Copyright of Behaviour & Information Technology is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.)
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RecordInfo BibRecord:
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    Identifiers:
      – Type: doi
        Value: 10.1080/0144929X.2024.2420871
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      – Code: eng
        Text: English
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        PageCount: 16
        StartPage: 2913
    Subjects:
      – SubjectFull: Speech
        Type: general
      – SubjectFull: Research funding
        Type: general
      – SubjectFull: Conversation
        Type: general
      – SubjectFull: Computer software
        Type: general
      – SubjectFull: Consumer attitudes
        Type: general
      – SubjectFull: Sensory perception
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      – SubjectFull: Statistical sampling
        Type: general
      – SubjectFull: Questionnaires
        Type: general
      – SubjectFull: Marketing
        Type: general
      – SubjectFull: Descriptive statistics
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      – SubjectFull: Photography
        Type: general
      – SubjectFull: Analysis of covariance
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      – SubjectFull: Chi-squared test
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      – SubjectFull: Physiological aspects of speech
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      – SubjectFull: Analysis of variance
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      – SubjectFull: Human voice
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      – SubjectFull: Text messages
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      – SubjectFull: Confidence intervals
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      – SubjectFull: Chatbots
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      – TitleFull: Examining the persuasiveness of text and voice agents: prosody aligned with information structure increases human-likeness, perceived personalisation and brand attitude.
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            – D: 01
              M: 08
              Text: Aug2025
              Type: published
              Y: 2025
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