Giving Voice to Persuasion: Embodiment, the Voice and Cultural Entrepreneurship

Abstract

We argue that voice – the sound that people produce when they speak – is an important resource for entrepreneurs, especially when they are pitching to potential investors. We integrate evidence from entrepreneurship, social psychology and linguistics to show that the voice can be regarded both as a tool for entrepreneurs to utilize and as a vital source of information allowing listeners to make judgements about the speaker and their message. To better understand how the voice may be used and interpreted in investment pitches, we develop a model of the relationship between the entrepreneurial voice and investor judgments. Voice depends on entrepreneurs’ characteristics including gender and communication goals but can be utilized to express emotions (purposefully or not) and signal qualities such as competence and trustworthiness. How potential investors interpret these displays depends on cultural expectations and stereotypes. Our review illustrates that female entrepreneurs may find it more difficult to persuade investors due to their naturally higher voice pitch and bias against speech patterns prevalent among young women. We highlight directions for future research exploring the voice as a unique cultural resource for entrepreneurs.

Citation

Clarke, J. and Healey, M.P. (2022), "Giving Voice to Persuasion: Embodiment, the Voice and Cultural Entrepreneurship", Lockwood, C. and Soublière, J.-F. (Ed.) Advances in Cultural Entrepreneurship (Research in the Sociology of Organizations, Vol. 80), Emerald Publishing Limited, Leeds, pp. 37-56. https://doi.org/10.1108/S0733-558X20220000080003