The categories that social targets belong to are often activated automatically. Most studies investigating social categorization have used visual stimuli or verbal labels, whereas ethnolinguistic identity theory posits that language is an essential dimension of ethnic identity. Language should therefore be used for social categorization. In 2 experiments, using the "Who Said What?" paradigm, the authors investigated social categorization by using accents (auditory stimuli) and looks (visual stimuli) to indicate ethnicity, either separately or in combination. Given either looks or accents only, the authors demonstrated that ethnic categorization can be based on accents, and the authors found a similar degree of ethnic categorization by accents and looks. When ethnic cues of looks and accents were combined by creating cross categories, there was a clear predominance of accents as meaningful cues for categorization, as shown in the respective parameters of a multinomial model. The present findings are discussed with regard to the generalizability of findings using one channel of presentation (e.g., visual) and the asymmetry found with different presentation channels for the category ethnicity.

The study of language attitudes is concerned with the social meanings people assign to language and its users. With roots in social psychology nearly a century ago, language attitudes research spans several academic disciplines and draws on diverse methodological approaches. In an attempt to integrate this work and traverse disciplinary boundaries and methodological proclivities, we propose that language attitudes—as a unified field—can be organized into five distinct—yet interdependent and complementary—lines of research: documentation, explanation, development, consequences, and change. After highlighting some of the key findings that have emerged from each area, we discuss several opportunities and challenges for future research.

The visual dimension has featured prominently in person perception in the last 25 years. Alone, this dimension cannot give the complete 'picture' of others because language and speech (i.e., the auditory dimension) are also highly informative. Social-cognition research investigates the role of auditory information for impression formation. In a series of experiments, we tested perceived competence, hirability, and socio-intellectual status of different targets based on their regional accents. Given identical content of statements in different conditions of an alleged job interview, regional German accents (Saxon, Bavarian, and Berlin) resulted in lower perceived competence and hirability than standard German, even though the Bavarian accent at the same time resulted in higher ratings of socio-intellectual status compared to other regional accents (Experiment 1). These findings were confirmed when using a broader population sample and a 'matched guise' technique (Experiment 2). Our findings indicate that regional accents, similar to faces, can be very powerful in creating differentiated pictures of individuals.

Most research on ethnicity has focused on visual cues. However, accents are strong social cues that can match or contradict visual cues. We examined understudied reactions to people whose one cue suggests one ethnicity, whereas the other cue contradicts it. In an experiment conducted in Germany, job candidates spoke with an accent either congruent or incongruent with their (German or Turkish) appearance. Based on ethnolinguistic identity theory, we predicted that accents would be strong cues for categorization and evaluation. Based on expectancy violations theory we expected that incongruent targets would be evaluated more extremely than congruent targets. Both predictions were confirmed: accents strongly influenced perceptions and Turkish-looking German-accented targets were perceived as most competent of all targets (and additionally most warm). The findings show that bringing together visual and auditory information yields a more complete picture of the processes underlying impression formation.

Most research on ethnicity in neuroscience and social psychology has focused on visual cues. However, accents are central social markers of ethnicity and strongly influence evaluations of others. Here, we examine how varying auditory (vocal accent) and visual (facial appearance) information about others affects neural correlates of ethnicity-related expectancy violations. Participants listened to standard German and Turkish-accented speakers and were subsequently presented with faces whose ethnic appearance was either congruent or incongruent to these voices. We expected that incongruent targets (e.g. German accent/Turkish face) would be paralleled by a more negative N2 event-related brain potential (ERP) component. Results confirmed this, suggesting that incongruence was related to more effortful processing of both Turkish and German target faces. These targets were also subjectively judged as surprising. Additionally, varying lateralization of ERP responses for Turkish and German faces suggests that the underlying neural generators differ, potentially reflecting different emotional reactions to these targets. Behavioral responses showed an effect of violated expectations: German-accented Turkish-looking targets were evaluated as most competent of all targets. We suggest that bringing together neural and behavioral measures of expectancy violations, and using both visual and auditory information, yields a more complete picture of the processes underlying impression formation.