The Role of the Accent in Radio Advertisements to Ethnic Audiences
研究广播广告中使用带口音的代言人对听众可信度评价、对代言人的态度以及购买意愿的影响，帮助广告商理解口音在无视觉线索的广播广告中的作用。
<h3>ABSTRACT</h3> Advertisers often employ spokespeople who speak with an accent (“accented spokespeople”) to promote products and services that are stereotypical of (or related to) a speaker9s background. This practice particularly is evident in radio advertisements, which offer no visual cues to aid in consumers9 information processing. The current study examined the impact of using an accented spokesperson on listener evaluations of credibility; attitude toward the spokesperson; and the purchase likelihood of an advertised product or service.