The Impact of Language Code-Switching on Ad Claim Recall

Melissa Bishop, University of Texas, Arlington
Mark Peterson, University of Wyoming
This study investigates how the direction of language code-switching (Spanish/English) in an ad and the language of the media context in which the ad appears interact to influence message recall. Main results from 122 Mexican-American youth show that when the language of an ad’s code-switched elements match the language of the media context, recall of the code-switched elements is lower than when their language does not match the media context. These findings provide validity to the Markedness Model (Myers-Scotton 1993), which is used as the underpinning theory in Luna and Peracchio’s (2005a, b) recent works in code-switching.
[ to cite ]:
Melissa Bishop and Mark Peterson (2008) ,"The Impact of Language Code-Switching on Ad Claim Recall", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 831-831.