@article {Ivani{\v c}407, author = {Aarti S. Ivani{\v c} and Kenneth Bates and T. Somasundaram}, title = {The Role of the Accent in Radio Advertisements to Ethnic Audiences}, volume = {54}, number = {4}, pages = {407--419}, year = {2014}, doi = {10.2501/JAR-54-4-407-419}, publisher = {Journal of Advertising Research}, abstract = {Advertisers often employ spokespeople who speak with an accent ({\textquotedblleft}accented spokespeople{\textquotedblright}) to promote products and services that are stereotypical of (or related to) a speaker{\textquoteright}s background. This practice particularly is evident in radio advertisements, which offer no visual cues to aid in consumers{\textquoteright} information processing. The current study examined the impact of using an accented spokesperson on listener evaluations of credibility; attitude toward the spokesperson; and the purchase likelihood of an advertised product or service.}, issn = {0021-8499}, URL = {https://www.journalofadvertisingresearch.com/content/54/4/407}, eprint = {https://www.journalofadvertisingresearch.com/content/54/4/407.full.pdf}, journal = {Journal of Advertising Research} }