Language effects on source credibility and persuasion among bilingual consumers
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| Format: | Artículo científico |
| Language: | en |
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Universidad de Puerto Rico
2020
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| _version_ | 1876489006478262272 |
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| author | Cecilia M. O. Alvarez |
| author_facet | Cecilia M. O. Alvarez |
| contents | Language effects on source credibility and persuasion among bilingual consumers Cecilia M. O. Alvarez Administración y Contabilidad Source language persuasion credibility ethnic identification 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. 2020 artículo científico 1541-8561 https://www.redalyc.org/articulo.oa?id=63168471001 https://www.redalyc.org/journal/631/63168471001/ https://www.redalyc.org/journal/631/63168471001/html/ https://www.redalyc.org/journal/631/63168471001/63168471001.epub https://www.redalyc.org/journal/631/63168471001/movil en http://www.redalyc.org/revista.oa?id=631 Forum Empresarial application/pdf Universidad de Puerto Rico Forum Empresarial (Puerto Rico) Num.2 Vol.25 |
| format | Artículo científico |
| id | redalyc_63168471001 |
| institution | Redalyc |
| language | en |
| publishDate | 2020 |
| publisher | Universidad de Puerto Rico |
| spellingShingle | Language effects on source credibility and persuasion among bilingual consumers Cecilia M. O. Alvarez Administración y Contabilidad Source language persuasion credibility ethnic identification Language effects on source credibility and persuasion among bilingual consumers Cecilia M. O. Alvarez Administración y Contabilidad Source language persuasion credibility ethnic identification 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. 2020 artículo científico 1541-8561 https://www.redalyc.org/articulo.oa?id=63168471001 https://www.redalyc.org/journal/631/63168471001/ https://www.redalyc.org/journal/631/63168471001/html/ https://www.redalyc.org/journal/631/63168471001/63168471001.epub https://www.redalyc.org/journal/631/63168471001/movil en http://www.redalyc.org/revista.oa?id=631 Forum Empresarial application/pdf Universidad de Puerto Rico Forum Empresarial (Puerto Rico) Num.2 Vol.25 |
| title | Language effects on source credibility and persuasion among bilingual consumers |
| topic | Administración y Contabilidad Source language persuasion credibility ethnic identification |
| url | https://www.redalyc.org/articulo.oa?id=63168471001 https://www.redalyc.org/journal/631/63168471001/ https://www.redalyc.org/journal/631/63168471001/html/ https://www.redalyc.org/journal/631/63168471001/63168471001.epub https://www.redalyc.org/journal/631/63168471001/movil |