We have seen a rapid growth of interest in cross-modal correspondences between sound and taste over recent years. People consistently associate higher-pitched sounds with sweet/sour foods, while lower-pitched sounds tend to be associated with bitter foods. The human voice is key in broadcast advertising, and the role of voice in communication generally is partly characterized by acoustic parameters of pitch. However, it remains unknown whether voice pitch and taste interactively influence consumer behavior. Since consumers prefer congruent sensory information, it is plausible that voice pitch and taste interactively influence consumers' responses to advertising stimuli. Based on the cross-modal correspondence phenomenon, this study aimed to elucidate the role played by voice pitch-taste correspondences in advertising effectiveness. Participants listened to voiceover advertisements (at a higher or lower pitch than the original narrator's voice) for three food products with distinct tastes (sweet, sour, and bitter) and rated their buying intention (an indicator of advertising effectiveness). The results show that the participants were likely to exhibit greater buying intention toward both sweet and sour food when they listened to higher-pitched (vs lower-pitched) voiceover advertisements. The influence of a higher pitch on sweet and sour food preferences was observed in only two of the three studies: studies 1 and 2 for sour food, and studies 2 and 3 for sweet food. These findings emphasize the role that voice pitch-taste correspondence plays in preference formation, and advance the applicability of cross-modal correspondences to business.

中文翻译：

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甜美的声音：味觉与人声之间的跨模态对应对广告效果的影响。

近年来，我们发现对声音和品味之间的交叉模式对应关系的兴趣迅速增长。人们始终将高音调与甜/酸味食物相关联，而低音调则往往与苦味食品相关联。人的声音是广播广告中的关键，并且声音在通信中的作用通常部分由音高的声学参数来表征。但是，语音音高和口味是否会交互影响消费者的行为仍是未知的。由于消费者更喜欢一致的感官信息，因此声音的音调和口味会交互影响消费者对广告刺激的反应，这似乎是合理的。基于交叉模式对应现象，本研究旨在阐明语音音高味觉对应在广告效果中的作用。与会者听了三种口味（甜，酸，苦）不同的食品的配音广告（音调高于或小于原叙述者的声音），并评估了购买意愿（广告效果的指标）。结果表明，参与者在听高音调（相对低音调）的配音广告时，可能会表现出对糖醋食品的更大购买意愿。仅在三个研究中的两个中观察到较高的音调对甜和酸食物偏爱的影响：酸食物的研究1和2，甜食物的研究2和3。这些发现强调了语音音调-味觉对应关系在偏好形成中的作用，并提高了跨模式对应关系对业务的适用性。