Does Accent Matter? the Impact of Ethnic Similarity and Product Congruence on Spokesperson Credibility and Purchase Intention

Aarti Ivanic, University of San Diego, USA
Kenneth Bates, University of San Diego, USA
T. Somasundaram, University of San Diego, USA
This research examines whether and when firms should accented spokespersons in radio advertisements. A 2 x 2 between-subjects experiment, finds that spokespeople are evaluated more positively and have greater perceived credibility when there is high listener-spokesperson similarity. Purchase likelihood is highest when there is high listener-spokesperson similarity and spokesperson-product congruence.
[ to cite ]:
Aarti Ivanic, Kenneth Bates, and T. Somasundaram (2012) ,"Does Accent Matter? the Impact of Ethnic Similarity and Product Congruence on Spokesperson Credibility and Purchase Intention", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1112-1112.