Emotion-related effects of speech rate and rising vs. falling background music melody during audio news: the moderating influence of personality

We examined the personality-related differences in people’s emotional and other responses to news messages with a slow vs. a fast speech rate and a rising vs. a falling background music melody. Personality was measured with the Behavioural Inhibition System (BIS)/Behavioural Activation System (BAS) scales and the Zuckerman–Kuhlman Personality Questionnaire. Physiological parameters studied were electrodermal activity (EDA), pulse transit time, and interbeat intervals. Several findings consistent with the similarity-attraction theory emerged. For example, subjects scoring high on the BAS, Activity, and Aggression-Hostility dimensions reacted more positively to the news with a fast compared to a slow speech rate. The rising-melody news also elicited higher EDA than the falling-melody news among high BAS scorers. The results suggest that users may be attracted to media messages with audio characteristics manifesting emotions or a personality similar to their own.