Biz Briefs: Voice Lessons

Good news for Patrick Stewart: television commercials with celebrity voice-overs are most effective when people recognize the voice--but can't quite put a name to it. Odd but true, according to a study that will appear in the Journal of Consumer Research later this year. Researchers studied reactions to TV commercials with actors David Duchovny, Donald Sutherland, David Hyde Pierce and Willem Dafoe voicing pitches for Sprint, Volvo, Lipton and Qwest, respectively. The commercial watchers' prior attitudes toward the celebrity influenced how much they liked or disliked the brand, but surprisingly, the celebrity endorsements evoked stronger feelings for the brand when viewers...

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