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Abstract The present study investigated the use of a regional accent with varying strengths in product and service commercials. In a 2 (type of commercial: product/service) × 3 (accent: strong… Click to show full abstract
Abstract The present study investigated the use of a regional accent with varying strengths in product and service commercials. In a 2 (type of commercial: product/service) × 3 (accent: strong German regional / moderate German regional / standard German) between-subject design, 218 German native speakers evaluated product and service commercials. Findings suggest that the effects of regional accents were limited. In the product commercial, the speaker with a moderate accent was attributed more warmth than a speaker with a standard accent. In the service commercial, the attitude towards the service was more negative for the moderate than for the standard accent.
Journal Title: Journal of International Consumer Marketing
Year Published: 2019
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