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.
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.
Aarti Ivanic, University of San Diego, USA
Kenneth Bates, University of San Diego, USA
T. Somasundaram, University of San Diego, USA
NA - Advances in Consumer Research Volume 40 | 2012
Stigma at Every Turn: Exploring Bi+ Consumer Experiences
Abigail Jean Nappier Cherup, University of Nebraska-Lincoln
Andre F. Maciel, University of Nebraska-Lincoln
E9. “Power Distance, Social Aspiration, and Fair Trade Products” – the Interaction Effect of Power Distance Belief and Status Motivation on Fair Trade Product Consumption
Sunghee Jun, Seoul National University
Libby Youngjin Chun, Seoul National University
Kiwan Park, Seoul National University, USA
The Subjective Experience of Goal Failure: How Choosing the Lesser Evil Eradicates the Negative Consequences of Goal Failure
Kamila Sobol, Concordia University, Canada