Don’t Fry This at Home! The effect of Vocal fry on Attitude toward the Advertised Product.
(A2025-126344)

AUTHORS

Ludovica Serafini, University of Salento - UniSalento; Ernesto Cardamone, University of Calabria; Gaetano Miceli, University of Calabria; Maria Antonietta Raimondo, University of Calabria

ABSTRACT

Vocal fry, or the creaky voice register, is associated with stereotypes, especially among female speakers. While audiology, semiotics, and cultural studies have explored this vocal style with mixed results, its impact on consumer behavior remains underexplored. Drawing on prior research and qualitative interviews, we hypothesized a negative effect of vocal fry on consumer reactions. Two experimental studies confirmed our prediction, revealing that vocal fry negatively affects consumer attitude toward advertised products. This effect is mediated by perceptions of speaker’s competence and elegance. Furthermore, consumer mindfulness plays a moderating role by influencing the intensity of the effect of vocal fry on consumer attitude. This study contributes to the literature on auditory stimuli by clarifying how vocal styles can influence consumer reactions and emphasizing the relevance of vocal styles’ selection in audio advertising.