Beyond Seeing Mcdonald’S Fiesta Menu: the Role of Accent in Brand Sincerity of Ethnic Products and Brands

Marina Puzakova, Oregon State University, USA
Hyokjin Kwak, Drexel University, USA
Monique Bell, Drexel University, USA
We find that Hispanic accent’s prosodic features (e.g., intonation) are perceived as more sincere and, thus, induce higher brand sincerity. These effects are moderated by brand and product ethnicity. When brand and product ethnicity are incongruent, Hispanic accent induces greater brand sincerity for Hispanic products, yet not for Hispanic brands.
[ to cite ]:
Marina Puzakova, Hyokjin Kwak, and Monique Bell (2012) ,"Beyond Seeing Mcdonald’S Fiesta Menu: the Role of Accent in Brand Sincerity of Ethnic Products and Brands", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 985-986.