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Title: The effects of accent, differentiation, and stigmatization on spokesperson credibility in radio advertising
Authors: Reinares Lara, Eva
Martín Santana, Josefa Delia 
Muela Molina, Clara
UNESCO Clasification: 63 Sociología
Keywords: Acento
Issue Date: 2016
Publisher: 0891-1762
Journal: Journal of Global Marketing 
Abstract: The authors analyze how a spokesperson's accent influences his or her credibility and its dimensions in the field of radio advertising. Two versions of a radio program were designed in which an ad hoc radio spot was inserted into a commercial block (standard accent [SA] versus local accent [LA]) that was tested on a sample of 987 radio listeners. The findings have implications for the spokesperson selection, given that the effect of accent on credibility depends on the listeners’ perception of their own accent and on accent stigmatization. Moreover, the SA obtains the highest evaluations of credibility.
ISSN: 0891-1762
DOI: 10.1080/08911762.2015.1119919
Source: Journal of Global Marketing[ISSN 0891-1762],v. 29, p. 15-28
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