The DOI matches its Crossref record; 1 of the 1 references it cites were found in a registry or an index.
Advertising to Bilingual Consumers: The Impact of Code‐Switching on Persuasion
Abstract
Building on a sociolinguistic framework, our research explores the impact of code-switching on the persuasiveness of marketing messages. Code-switching refers to mixing languages within a sentence, a common practice among bilingual consumers. We investigate how responses to different types of code-switched messages can provide insight into bilingual consumers' persuasion processes. A pilot study reveals a code-switching direction effect such that minority-language slogans switching to the majority language result in greater persuasion than majority-language slogans switching to the minority language. The effect is attributed to the salience of the code-switched word in the slogan. Study 1 explores this code-switching direction effect in more detail and shows that when associations toward the minority language are positive, the code-switching direction effect is reversed.
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Cites
Social Linguistics and Literacies
Gee, J. (2015) · doi:10.4324/9781315722511 · Cited by 1,680
Cited by
Arsel, Z., Crockett, D., & Scott, M. L. (2022) · Journal of Consumer Research · doi:10.1093/jcr/ucab057 · Cited by 254
Villarroel Ordenes, F., Ludwig, S., de Ruyter, K., Grewal, D., & Wetzels, M. (2017) · Journal of Consumer Research · doi:10.1093/jcr/ucw070 · Cited by 245
Metadata
- Authors
- Luna, D., & Peracchio, L. A.
- Venue
- Journal of Consumer Research
- Publisher
- Oxford University Press (OUP)
- Published
- 2005-03
- Volume
- 31
- Issue
- 4
- Pages
- 760-765
- ISSN
- 0093-5301 (ISSN-L)
- 1537-5277
- OpenAlex
- W2007681958
- Cited by
- 170
- References
- 1
- FWCI
- 30.52
- Type
- journal article
- Language
- en
- Open access
- closed
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
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