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

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).



Citation:

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.

Authors

Sangwon Lee, University of Central Florida
Carolyn Massiah, University of Central Florida



Volume

NA - Advances in Consumer Research Volume 35 | 2008



Share Proceeding

Featured papers

See More

Featured

L11. Consumer Search Mode Produces Unintended Marketing Consequences

Dan King, University of Texas Rio Grande Valley, USA
Sumitra Auschaitrakul, University of the Thai Chamber of Commerce

Read More

Featured

Predicting memory-based consumer choices from recall and preferences

Zhihao Zhang, University of California Berkeley, USA
Aniruddha Nrusimha, University of California Berkeley, USA
Andrew Kayser, University of California, San Francisco
Ming Hsu, University of California Berkeley, USA

Read More

Featured

Gossip: How The Relationship With the Source Shapes the Retransmission of Personal Content

Gaia Giambastiani, Bocconi University, Italy
Andrea Ordanini, Bocconi University, Italy
Joseph Nunes, University of Southern California, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.