The Role of the Accent in Radio Advertisements to Ethnic Audiences: Does Emphasizing Ethnic Stereotypes Affect Spokesperson Credibility and Purchase Intention?
Aarti S. Ivanic, Kenneth Bates and T. Somasundaram
University of San Diego
Management slant
- Highlighting similarities between a spokesperson and listener increases message recall.
- Accented spokespeople advertising products and services stereotypical of their ethnicity increases the likelihood of purchase.
- Using accented spokespeople to convey similarity with the listener is a more effective strategy than advertising products and services stereotypical of the spokesperson's ethnic group.
INTRODUCTION
A 2013 radio commercial for Taco Bell featured a Hispanic-accented...