Les voix sont présentes dans la plupart des communications. Pourtant, la littérature sur la persuasion vocale est étonnamment limitée et fragmentée, se concentrant sur certaines caractéristiques vocales (e.g., la hauteur – grave vs. aigu) et certains contextes, donnant lieu à des résultats mitigés. Cette recherche tente d’intégrer les différents construits et mécanismes impliqués dans la persuasion vocale grâce à la fertilisation croisée des disciplines ayant étudié la voix (psychoacoustique, psychologie cognitive, anthropologie, psycho-sociologie, marketing et politique). A l’aide d’un logiciel d’acoustique, l’étude 1 manipule les caractéristiques vocales clés (i.e., hauteur, brillance, et rugosité) et le genre de l’orateur d’une annonce radio pour une catégorie de produit neutre et non genré. L’étude 2 explore une condition limite potentielle des effets de la voix, la présence d’attentes envers l’orateur spécifiques au contexte (i.e., liées au genre et au niveau de compétence), en manipulant la voix d’un candidat politique. Les effets des caractéristiques vocales sont cohérents dans les deux contextes : les orateurs avec des voix graves (vs. aigües), mates (vs. brillantes), et lisses (vs. rugueuses) sont les plus efficaces. Les orateurs avec des voix aigües, mates, et lisses sont perçus comme plus compétents. Enfin, le genre de l’orateur joue un rôle persuasif secondaire ; le genre de l’auditeur ne joue de rôle qu’en l’absence d’attentes envers l’orateur. Les implications pour la recherche sur la persuasion de la voix et de la source en général, ainsi que pour le casting et le coaching vocal sont discutées.
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