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Do headphones make a difference in messaging? Are headphones more intimate? Can you easily get it out of your head?

"Can't Get It Out of My Head," ELO's Jeff Lynne

Listening to podcasts on headphones increases \u2018perceived intimacy\u2019 with host, research finds
Experiments found a voice coming from \u2018inside our heads\u2019 can be twice as persuasive as one coming from a speaker.

Researchers from UC San Diego\u2019s Rady School, UCLA, and UC Berkeley have found that when people listen to auditory messages \u2013 like podcasts, audiobooks, and radio news \u2013 via headphones, they feel more empathic and persuadable than when listening to those same messages through speakers.

People who listened to the podcast via headphones were twice as likely to agree to write a nomination (30%) as those who listened via speakers (14%).

Researchers found headphones are a superconductor for emotional connection due to the phenomenon of \u201cin-head localization\u201d. Because headphones make it sound as though the voices are coming from inside your head, they \u201ctrigger a feeling of greater closeness to the person speaking to you\u201d, explains On Amir, co-author of the study, which is forthcoming in the journal Organizational Behavior and Human Decision Processes.

What are the implications for us as business podcasters, leaders, or influencers? Research demonstrates that many listeners are moving, driving, walking, or somehow otherwise distracted while listening; however, 50% of listeners are at home while enjoying your podcast. We could encourage our listeners to tune in when relaxed, home, or suggest listening with headphones. We want to be more effective as experts, leaders, and influencers.

What steps will you take to benefit from this research?

Mick Smith, Consultant M: (619) 227.3118

E: mick.smith@wsiworld.com

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