Perceived emotional states mediate willingness to buy from advertising speech.

Previous studies have shown that stimulus-organism-response (SOR) theory can well explain the willingness to buy from stores, products, and advertising-related stimuli. However, few studies have investigated advertising speech stimulus that is not influenced by visual design. We examined whether SOR theory using emotional states can explain the willingness to buy from advertising speech stimulus. Participants listened to speech with modified speech features (mean F0, speech rate, and standard deviation of F0) and rated their willingness to buy the advertised products and their perceived emotional states (pleasure, arousal, dominance). We found that emotional states partially mediate the influence of speech features on the willingness to buy. We further analyzed the moderating effects of listeners' attributes and found that listeners' gender and age group moderated the relationship between speech features, emotional states, and willingness to buy. These results indicate that perceived emotional states mediate the willingness to buy from advertising speech.

Articulatory compensation for low-pass filtered formant-altered auditory feedback.

Auditory feedback while speaking plays an important role in stably controlling speech articulation. Its importance has been verified in formant-altered auditory feedback (AAF) experiments where speakers utter while listening to speech with perturbed first (F1) and second (F2) formant frequencies. However, the contribution of the frequency components higher than F2 to the articulatory control under the perturbations of F1 and F2 has not yet been investigated. In this study, a formant-AAF experiment was conducted in which a low-pass filter was applied to speech. The experimental results showed that the deviation in the compensatory response was significantly larger when a low-pass filter with a cutoff frequency of 3 kHz was used compared to that when cutoff frequencies of 4 and 8 kHz were used. It was also found that the deviation in the 3-kHz condition correlated with the fundamental frequency and spectral tilt of the produced speech. Additional simulation results using a neurocomputational model of speech production (SimpleDIVA model) and the experimental data showed that the feedforward learning rate increased as the cutoff frequency decreased. These results suggest that high-frequency components of the auditory feedback would be involved in the determination of corrective motor commands from auditory errors.

Speech misperception: speaking and seeing interfere differently with hearing.

Speech perception is thought to be linked to speech motor production. This linkage is considered to mediate multimodal aspects of speech perception, such as audio-visual and audio-tactile integration. However, direct coupling between articulatory movement and auditory perception has been little studied. The present study reveals a clear dissociation between the effects of a listener's own speech action and the effects of viewing another's speech movements on the perception of auditory phonemes. We assessed the intelligibility of the syllables [pa], [ta], and [ka] when listeners silently and simultaneously articulated syllables that were congruent/incongruent with the syllables they heard. The intelligibility was compared with a condition where the listeners simultaneously watched another's mouth producing congruent/incongruent syllables, but did not articulate. The intelligibility of [ta] and [ka] were degraded by articulating [ka] and [ta] respectively, which are associated with the same primary articulator (tongue) as the heard syllables. But they were not affected by articulating [pa], which is associated with a different primary articulator (lips) from the heard syllables. In contrast, the intelligibility of [ta] and [ka] was degraded by watching the production of [pa]. These results indicate that the articulatory-induced distortion of speech perception occurs in an articulator-specific manner while visually induced distortion does not. The articulator-specific nature of the auditory-motor interaction in speech perception suggests that speech motor processing directly contributes to our ability to hear speech.