Differential vocal emphasis in the tape-recorded instruction reading for a standard person perception task was manipulated by mechanically raising or lowering the volume of the key words describing the success or failure response alternatives on the rating scale. In a series of three experiments, Ss exposed to success emphasis in the instructions rated the stimulus persons as more successful than did Ss exposed to failure emphasis. This trend was reversed for Ss who listened twice to the instructions. None of the Ss reported awareness of the influence attempt.