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).


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.


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


NA - Advances in Consumer Research Volume 35 | 2008

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