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The organizational voice : the importance of voice pitch and speech rate in organizational crisis communication

Aurélie De Waele (UGent) , An-Sofie Claeys (UGent) and Veroline Cauberghe (UGent)
(2019) COMMUNICATION RESEARCH. 46(7). p.1026-1049
Author
Organization
Abstract
Research on crisis communication has mainly focused on verbal aspects of organizational responses. However, the nonverbal cues of the organizational spokesperson communicating about the crisis may also influence stakeholders' perceptions. This study examines the impact of two vocal cues, voice pitch and speech rate. In addition, the study examines how these cues affect perceptions of organizations depending on the message's verbal content. A 2 (voice pitch: low vs. high) x 2 (speech rate: slow vs. fast) x 2 (crisis response strategy: deny vs. rebuild) between-subjects experimental design was conducted. Results show that voice pitch and speech rate affected postcrisis reputation. However, these vocal cues affected perceptions only when the organization applied a rebuild strategy (i.e., apology) and not in the case of a deny strategy. This interaction between verbal and vocal cues was partly mediated by vocal attractiveness.
Keywords
crisis communication, nonverbal communication, voice pitch, speech rate, organizational reputation, FUNDAMENTAL-FREQUENCY, VOCAL ATTRACTIVENESS, RESPONSE STRATEGIES, CONSUMER RESPONSE, PERCEPTION, IMPACT, INVOLVEMENT, JUDGMENTS, SPOKESPERSONS, CREDIBILITY

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Citation

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MLA
De Waele, Aurélie, et al. “The Organizational Voice : The Importance of Voice Pitch and Speech Rate in Organizational Crisis Communication.” COMMUNICATION RESEARCH, vol. 46, no. 7, 2019, pp. 1026–49, doi:10.1177/0093650217692911.
APA
De Waele, A., Claeys, A.-S., & Cauberghe, V. (2019). The organizational voice : the importance of voice pitch and speech rate in organizational crisis communication. COMMUNICATION RESEARCH, 46(7), 1026–1049. https://doi.org/10.1177/0093650217692911
Chicago author-date
De Waele, Aurélie, An-Sofie Claeys, and Veroline Cauberghe. 2019. “The Organizational Voice : The Importance of Voice Pitch and Speech Rate in Organizational Crisis Communication.” COMMUNICATION RESEARCH 46 (7): 1026–49. https://doi.org/10.1177/0093650217692911.
Chicago author-date (all authors)
De Waele, Aurélie, An-Sofie Claeys, and Veroline Cauberghe. 2019. “The Organizational Voice : The Importance of Voice Pitch and Speech Rate in Organizational Crisis Communication.” COMMUNICATION RESEARCH 46 (7): 1026–1049. doi:10.1177/0093650217692911.
Vancouver
1.
De Waele A, Claeys A-S, Cauberghe V. The organizational voice : the importance of voice pitch and speech rate in organizational crisis communication. COMMUNICATION RESEARCH. 2019;46(7):1026–49.
IEEE
[1]
A. De Waele, A.-S. Claeys, and V. Cauberghe, “The organizational voice : the importance of voice pitch and speech rate in organizational crisis communication,” COMMUNICATION RESEARCH, vol. 46, no. 7, pp. 1026–1049, 2019.
@article{8580707,
  abstract     = {{Research on crisis communication has mainly focused on verbal aspects of organizational responses. However, the nonverbal cues of the organizational spokesperson communicating about the crisis may also influence stakeholders' perceptions. This study examines the impact of two vocal cues, voice pitch and speech rate. In addition, the study examines how these cues affect perceptions of organizations depending on the message's verbal content. A 2 (voice pitch: low vs. high) x 2 (speech rate: slow vs. fast) x 2 (crisis response strategy: deny vs. rebuild) between-subjects experimental design was conducted. Results show that voice pitch and speech rate affected postcrisis reputation. However, these vocal cues affected perceptions only when the organization applied a rebuild strategy (i.e., apology) and not in the case of a deny strategy. This interaction between verbal and vocal cues was partly mediated by vocal attractiveness.}},
  author       = {{De Waele, Aurélie and Claeys, An-Sofie and Cauberghe, Veroline}},
  issn         = {{0093-6502}},
  journal      = {{COMMUNICATION RESEARCH}},
  keywords     = {{crisis communication,nonverbal communication,voice pitch,speech rate,organizational reputation,FUNDAMENTAL-FREQUENCY,VOCAL ATTRACTIVENESS,RESPONSE STRATEGIES,CONSUMER RESPONSE,PERCEPTION,IMPACT,INVOLVEMENT,JUDGMENTS,SPOKESPERSONS,CREDIBILITY}},
  language     = {{eng}},
  number       = {{7}},
  pages        = {{1026--1049}},
  title        = {{The organizational voice : the importance of voice pitch and speech rate in organizational crisis communication}},
  url          = {{http://dx.doi.org/10.1177/0093650217692911}},
  volume       = {{46}},
  year         = {{2019}},
}
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