Please use this identifier to cite or link to this item: https://doi.org/10.1300/J042v18n03_07
Title: Consumer responses to English accent variations in advertising
Authors: Lalwani, A.K.
Lwin, M. 
Li, K.L.
Keywords: Accents
Attitude to the ad
Purchase intentions
Source credibility
Spokesperson characteristics
Issue Date: 2005
Source: Lalwani, A.K.,Lwin, M.,Li, K.L. (2005). Consumer responses to English accent variations in advertising. Journal of Global Marketing 18 (3-4) : 143-165. ScholarBank@NUS Repository. https://doi.org/10.1300/J042v18n03_07
Abstract: With the growing use of different types of English accents in international advertising, it is important for marketers to understand the factors that influence the credibility of the spokesperson in order to select the most persuasive character. This study investigates the effects of a spokesperson's accent on spokesperson's perceived credibility across high and low involvement products and products of different country-of-origin. Two different accents - the standard English accent and the local Singaporean English accent (Singlish) - were tested. Results indicated that accent, product country-of-origin and product involvement significantly influence the spokesperson's perceived credibility and attitude towards the ads. The accent effects appeared to be strong enough to offset the country-of-origin, gender and product involvement effects, attesting to the importance of considering this factor in advertisements. Specifically, the Standard English accent outperformed the Singlish accent in terms of spokesperson credibility, attitude towards the ad, attitude towards the brand and purchase intentions. However, the Singlish accent outperformed the Standard English accent in terms of attention to the ad. Implications for marketers are discussed. © 2005 by The Haworth Press, Inc. All rights reserved.
Source Title: Journal of Global Marketing
URI: http://scholarbank.nus.edu.sg/handle/10635/43910
ISSN: 08911762
DOI: 10.1300/J042v18n03_07
Appears in Collections:Staff Publications

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