Language effects on source credibility and  persuasion among bilingual consumers

Red de Bibliotecas Virtuales de Ciencias Sociales en
América Latina y el Caribe

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Título :	Language effects on source credibility and persuasion among bilingual consumers
Palabras clave :	Administración y Contabilidad;Source;credibility;persuasion;language;ethnic identification
Editorial :	Centro de Investigaciones Comerciales e Iniciativas Académicas
Descripción :	This research investigates the interactive effects of language and the identification with American culture on source credibility and, subsequently, on persuasion among Hispanic. The results revealed that low American identifiers perceived a higher source expertise and greater positive attitudes towards brands advertised in English compared to brands advertised in Spanish. On the other hand, source expertise and attitudes towards the brand did not vary because of the language used among high American identifiers. Sources that communicate with code-switching elicited lower expertise and brand attitudes compared to sources that use English or Spanish. The study results found no significant effects for source trustworthiness and attractiveness.
URI :	http://biblioteca-repositorio.clacso.edu.ar/handle/CLACSO/50571
Otros identificadores :	http://www.redalyc.org/articulo.oa?id=63168471001
Aparece en las colecciones:	Facultad de Administración de Empresas (AACSB Accredited) - EGAE - Cosecha

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