PT  - JOURNAL ARTICLE
AU  - Aarti S. Ivanič
AU  - Kenneth Bates
AU  - T. Somasundaram
TI  - The Role of the Accent in Radio Advertisements to Ethnic Audiences
AID  - 10.2501/JAR-54-4-407-419
DP  - 2014 Dec 01
TA  - Journal of Advertising Research
PG  - 407--419
VI  - 54
IP  - 4
4099  - http://www.journalofadvertisingresearch.com/content/54/4/407.short
4100  - http://www.journalofadvertisingresearch.com/content/54/4/407.full
SO  - J Advert Res2014 Dec 01; 54
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.