Table 3.

Audio characteristics of the major statement (N = 50).

	Mean	Standard deviation
Background music tempo (beats per minute)	114.44	10.01
Difference between speaker and background volume (decibels)	7.52	4.14
Difference between benefit information and major statement
Speed (words per second)	−0.31	0.49
Volume (decibels)	0.19	1.30
Pitch (hertz)	−8.20	51.33
	n	%
Spoken in voice-over	50	100
Spoken direct-to-camera	1	2
Spoken by a man	27	54
Spoken by a woman	23	46
Change in speaker from benefit information to major statement
No change	31	62
Contained background noise	8	16
Contained background music	50	100
Instrumental music	49	98
Music with vocals	1	2
No change in emotional tone	46	92
Emotional tone more serious/somber in major statement	4	8