The Effect of Face-Voice Gender Consistency on Impression Evaluation

Face and voice are important information cues of interpersonal interaction. Most previous studies have investigated the cross-modal perception of face and voice from the perspective of cognitive psychology, but few empirical studies have focused on the effect of gender consistency of face and voice on the impression evaluation of the target from the perspective of social cognition. Based on the two-stage model of stereotype activation and the stereotype content model, this research examined the effects of face-voice gender consistency on impression evaluation (gender categorization and warmth competence evaluation) by using a cross-modal priming paradigm (Study 1, 20 males and 23 females, M-age = 21.00, SDage = 2.59), a sequential presentation task (Study 2a, 57 males and 70 females, M-age = 18.54, SDage = 1.54; Study 2b, 52 males and 51 females, M-age = 18.54, SDage = 1.36), and a simultaneous presentation task (Study 3, 51 males and 55 females, M-age = 23.58, SDage = 3.20), respectively. The results showed that: (1) there was a face-voice gender consistency preference in gender categorization, and the response of face-voice consistent condition was faster than that of inconsistent condition; (2) compared with the face-voice gender-inconsistent individuals, the participants showed a higher and more stable evaluation of the warmth and competence of the gender-consistent individuals, indicating the effect of matching preference of the face-voice gender consistency on the impression evaluation; (3) people paid more attention to the gender information of faces in the impression evaluation, and the female face could improve people's evaluation on the target's warmth and competence; (4) males were more intolerant of face-voice gender inconsistency when presented sequentially; the "voice needs to match face" effect was stronger for females when presented simultaneously. These findings, on the one hand, enrich and expand previous theories and research on cross-modal processing of face and voice from the perspective of social cognitive impression evaluation; on the other hand, these findings have important practical implications for impression management and decision-making in social interaction.