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

Stigmatization of a Cultural Ritual

Ingeborg Astrid Kleppe, Norwegian School of Economics and Business Administration, Norway
Natalia Maehle, Western Norway University of Applied Sciences
Cele Otnes, University of Illinois at Urbana-Champaign, USA

Read More

Featured

Dehumanization: Coping with Embarrassment in Consumer Purchases

Yixia Sun, Zhejiang University
Xuehua Wang, East China Normal University
Joey Hoegg, University of British Columbia, Canada
Darren Dahl, University of British Columbia, Canada

Read More

Featured

H3. Does the Style Looks More Expensive? The Effect of Visual Complexity on Luxury Perception of Art Infused Products

Cheng Gao, Nanjing University
Chunqu Xiao, Nanjing University
Kaiyuan Xi, Nanjing University
Hong Zhu, Nanjing University

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.