Examining the Effects of Narrators’ Accents When Informational Programming Has Verbal and Visual Cues

A study examined responses to an informational program about a cultural ceremony wherein the narrator spoke with either a North American or a Spanish-influenced accent. Responses from American undergraduates who viewed a five-minute segment are congruent and incongruent with past research. Reflecting previous findings, the North American accent produced higher ratings of the video’s informativeness, enhanced ratings of narrator knowledge, and higher recall. Different from past work, when data analyses accommodated the ease of understanding the narrator, all effects were eliminated but that for recall. Discussion describes factors such as fluency and content that influence accent perceptions for informational programs.


Juliana Renovato, Therese A. Louie, and Erica Melissa Medina (2008) ,"Examining the Effects of Narrators’ Accents When Informational Programming Has Verbal and Visual Cues", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 1034-1034.


Juliana Renovato, San Jose State University
Therese A. Louie, San Jose State University
Erica Melissa Medina, San Jose State University


NA - Advances in Consumer Research Volume 35 | 2008

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