title: A new method for selectively enhancing hemisphere processing: voice frequency amplification influences the strength of attribute framing.
abstract: An attribute framing effect occurs when positive or negative associations produced by positive or negative frames are mapped onto evaluations resulting in a more favourable evaluation for the positively framed attribute. We used a new voice frequency manipulation to differentially enhance right versus left hemisphere processing. In doing so we found a strong attribute framing effect when a speaker with a low-frequency voice enhanced the contextual processing style of the right hemisphere. However, a framing effect was not obtained when a speaker with a high-frequency voice enhanced the inferential/analytical processing style of the left hemisphere. At the theoretical level our results provide evidence that the contextual processing style of the right hemisphere is especially susceptible to associative implications, such as those found in attribute framing manipulations. At the applied level we provide a simple method for altering the effectiveness of persuasion messages.
authors.affiliation: Department of Psychology, University of North Carolina at Greensboro, Greensboro, NC 27402-6170, USA. mjmccorm@uncg.edu
authors.forename: Michael
authors.initials: M
authors.lastname: McCormick
authors.forename: John J
authors.initials: JJ
authors.lastname: Seta
mesh_terms: D000161:Acoustic Stimulation; D000704:Analysis of Variance; D003142:Communication; D003657:Decision Making; D005260:Female; D007839:Functional Laterality / Q000502:physiology; D006801:Humans; D007600:Judgment; D008297:Male; D010565:Persuasive Communication; D012938:Social Perception; D014831:Voice / Q000502:physiology*; D055815:Young Adult