The effects of a regional accent on the listener’s evaluation of radio product and service commercials

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dc.contributor.advisorBehnke, G.
dc.contributor.advisorStarren, M.B.P.
dc.contributor.authorMaatman, N.
dc.date.issued2017-07-03
dc.description.abstractIn multilingual advertising, marketeers use foreign languages or accents to associate a product’s quality with the qualities of a place. Speakers with a regional accent can be perceived as warmer, but also as less competent. Previous literature found that especially in service advertising, the image of the speaker determines the success of a service. Therefore, the following research question was examined: What are the effects of a regional versus a standard accent on the listener’s Attitude towards the commercial, Attitude towards the product/service, Evaluation of the speaker’s competence, Evaluation of the speaker’s warmth and Purchase intention of the regional product/service being advertised? This research provides insight into multilingual advertising on the radio in the Netherlands.en_US
dc.identifier.urihttp://theses.ubn.ru.nl/handle/123456789/4604
dc.language.isoenen_US
dc.thesis.facultyFaculteit der Letterenen_US
dc.thesis.specialisationBachelor Communicatie- en Informatiewetenschappenen_US
dc.thesis.studyprogrammeBachelor Communicatie- en Informatiewetenschappenen_US
dc.thesis.typeBacheloren_US
dc.titleThe effects of a regional accent on the listener’s evaluation of radio product and service commercialsen_US
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