Title

Effects upon purchase intention of spokespersons who speak non-native-accented English in a U.S. television commercial

Date of Completion

January 2010

Keywords

Business Administration, Marketing|Speech Communication

Degree

Ph.D.

Abstract

How does non-native-accented English impact the recipients of a U.S. television commercial? This study used a 2 x 4 between-subjects design to measure the influence of a spokesperson's accent (General American, British, Arabic, and Spanish) and biological sex on receivers of a 30-second television commercial delivered over the Internet. The 412 study participants entered the experiment by responding to the researcher's network sampling procedures. Assignment to the experimental and control conditions was random. General American was considered the control. ^ Most participants in this study were unable to identify accurately the accents performed in the commercials. Comparing across conditions, only the American male spokesperson was rated statistically as more likable than others. Furthermore, accents produced little effect upon purchase intention. Research findings suggest both theoretical and practical implications for marketing communication. ^