RT Journal Article
SR Electronic
T1 The Role of the Accent in Radio Advertisements to Ethnic Audiences
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 407
OP 419
DO 10.2501/JAR-54-4-407-419
VO 54
IS 4
A1 Aarti S. Ivanič
A1 Kenneth Bates
A1 T. Somasundaram
YR 2014
UL http://www.journalofadvertisingresearch.com/content/54/4/407.abstract
AB 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.