Foreign accents in advertising: Effects of Ger-man and Dutch accented radio commercials in different product categories.

Keywords
Loading...
Thumbnail Image
Issue Date
2020-08-24
Language
en
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
This study discusses the influence of German Dutch - accented radio commercials on German native participants (n = 216). Previous research has suggested that foreign - accented commercials may be evaluated more negatively and that the involvement with the product category has an impact on ad evaluations. The purpose of this study was to examine the extent to which foreign accents would be evaluated more negatively than standard accented commercials, featuring country congruent products and product category. Within this study a total of 216 participants took part. A 3 (Accent strength: strong, moderate and standard accent) x 2 (Product Involvement: high vs. low involvement product) design was employed using the matched guise technique. Advertisement evaluations included the attitude towards the product, the attitude towards the advertisement, purchase intention, the attitude towards the speaker and the comprehensibility of the speaker. The findings show no effect of accent strength on advertisement evaluations. This means that within the present study foreign accented radio commercials are not evaluated differently in comparison to standard accented commercials, even if different variations of accent strengths are used. Additionally, the product category that was advertised did not have an impact on this finding. However, the product category may be of relevance when advertising in isolation of the accent strength used. Participants listening to the high involvement commercial showed a more positive attitude towards the product and advertisement, higher purchase intention, attitude towards the speaker in terms of competence and warmth and higher comprehensibility of the ad-vertisement. Furthermore, the correct identification of the speaker’s accent may also play a role in advertisement evaluations of listeners since it might be linked to increased familiarity with in accent. Implications are that, even though foreign accents might add extra authenticity to the commercial, investing in a foreign accented commercial might not be a more effective marketing tool for marketers. More importantly, the product category which a product belongs to seems to have a greater impact on ad evaluations and familiarity with an accent should be taken into consideration.
Description
Citation
Faculty
Faculteit der Letteren