TY - JOUR T1 - The Role of the Accent in Radio Advertisements to Ethnic Audiences JF - Journal of Advertising Research JO - J Advert Res SP - 407 LP - 419 DO - 10.2501/JAR-54-4-407-419 VL - 54 IS - 4 AU - Aarti S. Ivanič AU - Kenneth Bates AU - T. Somasundaram Y1 - 2014/12/01 UR - http://www.journalofadvertisingresearch.com/content/54/4/407.abstract N2 - Advertisers often employ spokespeople who speak with an accent (“accented spokespeople”) to promote products and services that are stereotypical of (or related to) a speaker's background. This practice particularly is evident in radio advertisements, which offer no visual cues to aid in consumers' 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. ER -