Reverberation is a cue to manipulate psychological distance and an acoustic parameter often used in the sound design of commercials. Prior research has demonstrated that psychological distance increases the relative weight people place on decontextualized, and aggregate (statistics) versus individualized, context-specific (testimony) information. In the present study we investigated whether reverberation that is added to an announcer’s voice can affect consumers‘ information processing. Participants (N = 97) were randomly assigned to listen to product information about a sleeping pill with or without added reverberation. As hypothesized, participants increasingly relied on statistical product information as compared to testimonial product information when reverberation was added to the announcer’s voice. This effect influenced product evaluation, willingness to pay, and product choice. The results suggest that reverberation can affect consumer’s cognition and extend its functionality beyond mere aesthetics.

• Johann Melzner(LMU Munich, Germany)
• Jochim Hansen(University of Salzburg, Austria)