ABSTRACT Speech rate plays a critical role in understanding speech and therefore in advertising messages. Announcers tend to speak fast in radio and television commercials. Can this pace affect consumers' cognitive processing? This study analyzes the effects of different speech rates (160, 180, and 200 words per minute) on the effectiveness of commercials, physiological arousal and attention, emotional valence, and recall and recognition of information with respect to audio advertisements. The results showed that speech rate influenced cognitive processing and modified the consumer's physiological response. The commercials at a moderate rate—180 words per minute—achieved the best results. These findings suggest that the announcer's rate should be adjusted to achieve the best consumer information processing.

中文翻译：

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您的广告与听众说话的速度太快了吗？

摘要语速在理解语音并因此在广告消息中起着至关重要的作用。播音员往往在广播和电视广告中说得快。这种速度会影响消费者的认知过程吗？这项研究分析了不同的语速（每分钟160、180和200个单词）对广告的有效性，生理唤醒和注意力，情绪价以及与音频广告有关的信息的回忆和识别的效果。结果表明，语速影响认知过程并改变了消费者的生理反应。以适度的速度（每分钟180个单词）进行广告播放可获得最佳效果。这些发现表明，应调整播音员的费率，以实现最佳的消费者信息处理。