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A new study challenges common beliefs about why we are attracted to certain voices
Last reviewed: 02.07.2025
New insights into how people perceive the human voice are challenging beliefs about which voices we find attractive.
Previous studies have linked average vocal characteristics to attractiveness, finding that the more average a voice sounds, the higher it is rated for attractiveness.
However, McMaster researchers found that average voice characteristics are not inherently attractive and may benefit from standing out from the crowd.
"Contrary to previous research, we found that averageness is not always more attractive. Voice pitch is a critical factor in attractiveness ratings, highlighting the complexity of perceiving the human voice," explained study leader Jessica Ostrega, a recent PhD candidate in psychology, neuroscience, and behavior.
"Understanding this allows us to explore how specific features of a person's voice influence how we form impressions of and interact with others."
The findings are outlined in a study published this month in the journal Scientific Reports. The researchers used advanced voice morphing technology to blend multiple voices and create mid-sounding voices to use in their experiments. They asked participants to rate the attractiveness of these voices.
Vocal attractiveness refers to how beautiful or pleasant a voice is perceived by the listener. The term goes beyond simple attractiveness to include characteristics that can influence romantic or sexual interest.
Significant relationships between fundamental frequency (F0) and attractiveness ratings of male and female voices. Source: Scientific Reports (2024). DOI: 10.1038/s41598-024-61064-9
"This study contributes to a deeper understanding of the complex dynamics of human communication and attraction," said David Feinberg, an associate professor of psychology, neuroscience and behavior who led the study, adding that the study's findings extend beyond the academic realm and have practical applications.
“Understanding the nuances of voice perception could impact practices in industries such as marketing, media, and even technology development, where voice interfaces are becoming increasingly common.”