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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 35 | 2008



Share Proceeding

Featured papers

See More

Featured

From Novice to Know-it-All: How Google-Based Financial Learning Affects Financial Confidence and Decisions

Adrian Ward, University of Texas at Austin, USA
Tito L. H. Grillo, University of Texas at Austin, USA
Philip M. Fernbach, University of Colorado, USA

Read More

Featured

Attentional Breadth Affects In-store Exploration and Unplanned Purchasing

Mathias Clemens Streicher, University of Innsbruck, Austria
Zachary Estes, Bocconi University, Italy
Oliver B. Büttner, University of Duisburg-Essen

Read More

Featured

A10. Opting Opt-in or Out? Effects of Defaults on Perceived Control and Valuation of Personal Data

Iris van Ooijen, University of Twente

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.