The Power of Voice

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.