Consumer Responses to Radio Advertisements: Perceptual Sound Features and Attitudinal Outcomes

This dataset contains perceptual, acoustic, and evaluative measures for a series of radio advertisements. Each ad was produced using different voice profiles, allowing analysis of how sound characteristics influence advertising effectiveness. The dataset includes subjective evaluations of the ad (liking, appealingness, purchase intent) alongside objective audio measurements such as loudness, brightness, pitch, vocal tract length, and harmonics-to-noise ratio. The dataset is suitable for research on auditory advertising effects, persuasion, sound engineering, and voice-based marketing.