The Effect of Voice-over Gender and
Targeted Gender of Product on
Television Commercial Effectiveness
Melissa W. Alfaro
Ruanjia Hu
Joyce Kosley
Casey Martin
Mount Holyoke College
Male Voice-overs Used
100
90
80
70
60
50
40
30
20
10
0
Male
Female
• 1976- Mc Arthur &
Eisen
• 1978- O’Donnell
& O’Donnell
• 1988- Bretl &
Cantor
• 1995- Pierracine &
Schell
• 1997- Synder
1976 1978 1988 1995 1997
Hypothesis
We hypothesize that Mount Holyoke
College students will find a commercial
more effective when the gender of the
voice-over in the commercial matches
the targeted gender of the product being
advertised.
INDEPENDENT VARIABLES
Gender of Voice-over
female or male
Targeted Gender of Product
female or male
DEPENDENT VARIABLE
Commercial Effectiveness
Why are no Main Effects predicted?
ME: Gender of Voice-over
Conflicting Research
ME: Targeted Gender of Product
A product’s gender image is related to the sex of its
most likely user (Alreck, 1994; Alreck, Settle, &
Belch, 1982).
Why is an Interaction predicted?
“Match-up”
Hypothesis
The product’s gender image and the spokesperson should
converge in an effective advertisement (Kahle & Homer,
1985).
Materials
 Questionnaire –determines effectiveness* score
 Highest Effectiveness Score = 30
 1-5 rating scale ( 1= strongly disagree and 5= strongly
agree)
*defined as total positive attitude towards the commercial
 Sample Questions:
“This commercial is persuasive.”
“The individual presenting the product is credible.”
“A member of the opposite sex would be more suitable in
selling this product”
 Email response (not part of dependent measure)
Participants
 Randomly Assigned to one of four conditions
Total = 82
Male VO Male P= 20 Female VO Female P= 20
Male VO Female P=22 Female VO Male P=20
*no special requirements
30 second Commercial Clips
•
•
•
•
Female VO Female P
Female VO Male P
Male VO Male P
Male VO Female P
Procedure
Random Assignment
Male VO Male P
Male VO Female P Female VO Female P Female VO Male P
Email sent in 3 days
24 hours to respond to email
Debriefing Statement
RESULTS
HYPOTHESIS RESTATED and VARIABLES USED
We hypothesize that Mount Holyoke College students will find a commercial
more effective when the gender of the voice-over in the commercial matches the
targeted gender of the product being advertised.
Independent variables:
Gender of Voice-over
2 levels: male/female
Targeted Gender of Product
2 levels: male/female
Dependent variable: Commercial Effectiveness
Effectiveness = positive attitude towards the commercial
based on the questionnaire score
ANALYSIS AND RESULTS
• Performed a two-way independent groups ANOVA
• Found a significant interaction between gender of voice-over
targeted gender of product as hypothesized
• F(1, 84) = 10.08, p<0.01
• No Main Effects
• Gender of Voice-Over
• Targeted Gender of Product
Interaction Between Gender of Voice-Over and Targeted Gender of
Product: Mean Effectiveness Scores
Me an Effe ctive ne s s Score
25
20
15
Male-targeted Product
Female-targeted Product
10
5
0
female
male
Gender of Voice-over
Mean effectiveness scores of commercials with different gender of
voice-overs and targeted gender of product
20
Female VO Female P M=19.29
19
Male VO Male P M=18.43
Estimated Marginal Means
18
Male VO Female P M=16.91
17
Female VO Male P M=16.0
gender of the vo
16
male
15
female
Male
targeted gender of product
Female
Hypothesis Supported
For the female-targeted product:
• The FEMALE voice-over
was significantly more effective
than the MALE voice-over
Hypothesis Supported (Cont’d)
For the male-targeted product:
• The MALE voice-over was
significantly more effective
than the FEMALE voice-over
Hypothesis Supported (Cont’d)
• The commercial was rated as more effective
when the gender of the voice-over and the
targeted gender of the product MATCHED.
• The commercial was rated as less effective
when the gender of the voice-over and the
targeted gender of the product
MISMATCHED.
Hypothesis consistent with past research
Kahle & Homer (1985) 
The product’s gender image and the spokesperson should
converge in an effective advertisement
Whipple and McManamon (2002) 
Commercial is more effective when female voice-over is
used to advertise a female-targeted product, than a male
voice-over
Implications
Male voice-overs are not always the most effective in
commercials.
Advertisers should choose the gender of the voice-over
according to the targeted gender of the product.
Future Studies
Different audience
Neutral voice-over
Neutral product
Labeling
Problems and Concerns
• Did we choose a proper product?
• Were the male and female voice-overs
consistent?
• Technical Difficulties
• Recognition of gender of product
• Low effectiveness score across conditions
Acknowledgements
We’d like to thank Professor Binder, Lisa,
Natalie, Cheryl, Meredith, Roy and
especially Nicole.