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Not What You Expected to Hear : Accented Messages and Their Effect on Choice

By: Contributor(s): Material type: TextTextDescription: 804-833 pSubject(s): Online resources: In: DEBORAH E. RUPP JOURNAL OF MANAGEMENTSummary: In this article we address the increasingly important yet understudied phenomenon of nonnative accentedness on decision making. In three experimental studies, we investigated whether messages about a company delivered in nonstandard-American-accented speech influenced choice. In Study 1, we found that individuals were more likely to choose a company or a product when a message was read in a standard American English accent than when the message was delivered with a Mandarin Chinese or a French accent. In Study 2, we found that expectations regarding company messages are violated when speakers have accents and that, in turn, expectation violations mediated the relationship between accent and choice. In Study 3, we replicated the findings of the effect of accent on choice using Indian and British accents. We also hypothesized and found support for a conditional indirect effects model such that implicit pro-American bias moderated the indirect relationship between accent and choice as mediated by expectation violations. Theoretical and practical implications of this topic of study are discussed.
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Holdings
Item type Current library Call number Vol info Status Date due Barcode Item holds
Journal Article Journal Article Main Library Vol 43, Issue 2\ 5557180JA7 (Browse shelf(Opens below)) Available 5557180JA7
Journals and Periodicals Journals and Periodicals Main Library On Display JOURNAL/MGT/Vol 43, Issue 3/5557180 (Browse shelf(Opens below)) Vol 43, Issue 3 (03/05/2017) Not for loan 5557180
Total holds: 0

In this article we address the increasingly important yet understudied phenomenon of nonnative accentedness on decision making. In three experimental studies, we investigated whether messages about a company delivered in nonstandard-American-accented speech influenced choice. In Study 1, we found that individuals were more likely to choose a company or a product when a message was read in a standard American English accent than when the message was delivered with a Mandarin Chinese or a French accent. In Study 2, we found that expectations regarding company messages are violated when speakers have accents and that, in turn, expectation violations mediated the relationship between accent and choice. In Study 3, we replicated the findings of the effect of accent on choice using Indian and British accents. We also hypothesized and found support for a conditional indirect effects model such that implicit pro-American bias moderated the indirect relationship between accent and choice as mediated by expectation violations. Theoretical and practical implications of this topic of study are discussed.

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