LAUSR

Listeners exhibit orienting responses to voice changes in audio messages. However, the impact of pitch similarity between voices on the nature of the OR has not been explored. We conducted a 3 (Vocal Pitch) × 2 (Location of Change in Message) × 2 (Repetition) within-subjects experiment to address this question. Four non-professional announcers were selected based on differences in vocal pitch. Twelve radio commercials were produced using these announcers to include a single voice change—with either Low-, Medium-, or High-Pitch Differences. The voice changes occurred either within the first or last 20 seconds of the commercial. Heart rate and recognition memory data were collected from 41 subjects. Results show that vocal-pitch difference between speakers impacts automatic attention allocation via the orienting response, and recognition memory for the message is thereby affected. Furthermore, results suggest that having voice changes occur early in an audio message produces the best attentional result.