Impact Of Sounds Frequency In Ads On Consumers' Purchase Intention

Increasing research attention has been paid to the influence of voice on consumer judgment and decision making,including nonverbal sounds and speech sounds.However,past studies are exclusively focused on people's subjective feelings of the sound,which cannot fully explain the complexity of how the voice aspects humans'psychological perception through the physical properties of the sound,such as sound frequency.Based on the conceptual metaphor theory,this research explores the impact of sound frequency on consumer purchasing intentions.Based on the theory of conceptual metaphor,this paper verifies that the sound frequency(high VS.low)in advertising has an effect on the consumers' purchase intention.Besides,this research proposes that when the product weight is a positive attribute,consumers prefer a product with a low-frequency sound,because under this circumstance,customers will greater weight the product;in contrast,when the product weight is a negative attribute,consumers prefer a product with a high-frequency sound,because under this circumstance,customers will think the product lighter;in addition,changes in sound speed have no significant effect on consumers' perception of the product weight when consumers hear same sound frequency in advertisement.At last,when the product is very important to the consumer,whether the product weight is a positive attribute or the negative attributes,the low sound frequency will increase consumers' purchasing intentions.Theoretically,our research shows that how the sound physical attributes affect consumers' willingness to buy.Practically,this study is a useful complement to the theory of auditory communication in sensory marketing theory and provides effective suggestions for sound advertising communication.