When I Grow Up: the Moderating Role of Aspiration in Intergenerational Code-Switching

Sangwon Lee, University of Central Florida
Carolyn Massiah, University of Central Florida
The present research investigates the effect of values (“aspiration”) on attitudes toward different language varieties used in advertising. The current research argues that when consumers aspire to belong to a reference group older than their own the opposite effect of code-switching will be seen. Investigation of aspiration as a moderator helps understand previously unexplained findings by Luna and Peracchio (2005). As such, this study extends existing code-switching research by introducing aspiration as a moderating variable between code-switching and attitude toward the ad (Aad).
[ to cite ]:
Sangwon Lee and Carolyn Massiah (2008) ,"When I Grow Up: the Moderating Role of Aspiration in Intergenerational Code-Switching", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 875-876.