Low pitch and high status: the effects of acoustic pitch on evaluations of status-signaling products

Kaijun Zhang and Jun Ye ()
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Kaijun Zhang: Hong Kong Metropolitan University
Jun Ye: Xiamen University

Marketing Letters, 2025, vol. 36, issue 4, No 15, 917-932

Abstract: Abstract This research examines how voice pitch influences consumer attitudes toward status-signaling products. Drawing from evolutionary psychology and social learning perspectives, we propose that lower-pitched male voices serve as reliable indicators of status and enhance consumer attitudes toward status-signaling products (e.g., luxury goods). Through four studies, we demonstrate that lower-pitched male voices enhance product evaluations by increasing perceived status value, but only for status-signaling products. This effect is moderated by speaker gender, yet persists regardless of listener gender or product gender orientation. These findings advance sensory marketing literature and highlight the strategic value of employing lower-pitched male voices in marketing status-signaling products.

Keywords: Voice pitch; Status-signaling product; Product evaluation; Status value (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s11002-025-09793-3

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