The Power of Voice
MARKETING |

The Power of Voice

IN THE FINAL EPISODE OF CLARITY IN A MESSY WORLD, KURT MUNZ REFLECTS ON AUDITORY INFORMATION PROCESSING AND ON OUR LOVE FOR PODCASTS

The power of voice is something we seldom think about. Yet voice is ubiquitous and can be extremely effective, as podcast listeners know very well. What makes speech unique, compared with images? What chords does it strike? And how can we harness the power of voice? Kurt Munz, assistant professor of marketing at Bocconi, unfolds for us the meaning of “auditory information processing” starting from his own experience as an officer in the US Navy, in the last episode of the first season of Clarity in a Messy World.
 

 
“People seem to feel more closely connected to the host of a podcast compared to some other media. When you see people, it is clear that they are not talking to you, there is usually somebody sitting next to them that they are talking with, having a conversation with. Whereas it is easier to imagine, to transport yourself into the narrative when you are just hearing the voice,” professor Munz says.
 
As for the effectiveness of voice commerce, the jury is still out, and Professor Munz explains which kind of cognitive challenges it poses.
 
Clarity in a Messy World, hosted by David W. Callahan, is the Bocconi podcast that looks at the causes behind the most confounding issues of our time. You can follow the podcast on Apple Podcasts, Google Podcasts, Spotify, Spreaker, and YouTube.
 

by Fabio Todesco
Bocconi Knowledge newsletter

News

  • A Big Bang Theory About Gucci Success

    The decision to conquer the market through a rejuvenation of the organisation and the adoption of a new set of values has been the key to the successful Gucci turnaround under the leadership of Marco Bizzarri and Alessandro Michele, according to a study presented yesterday  

  • AI That Describes Images in Italian

    CLIPItalian, recently developed by a team including Federico Bianchi, is the first and only AI model that associates images to their descriptions in Italian on a large scale  

Seminars

  September 2021  
Mon Tue Wed Thu Fri Sat Sun
    1 2 3 4 5
6 7 8 9 10 11 12
13 14 15 16 17 18 19
20 21 22 23 24 25 26
27 28 29 30      

Seminars

  • Going Digital to Conform and Perform: Learning Logics Underpinning Digital Advertising Spending

    Seoyoung KIM, University of Georgia   Job Market Seminar For information please contact dip.mkt@unibocconi.it

    Webinar

  • Explaining Greenium in a Macro-Finance Integrated Assessment Model

    Biao Yang, Bocconi University Practice for Job Market

    Room 7, Via Bocconi 8