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

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.



Citation:

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 Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1112-1112.

Authors

Aarti Ivanic, University of San Diego, USA
Kenneth Bates, University of San Diego, USA
T. Somasundaram, University of San Diego, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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