The Role of Accent Standardness in Message Preference and Recall

Morales, Andrea C.; Scott, Maura L.; Yorkston, Eric

doi:10.2753/joa0091-3367410103

Cited by 46 publications

(52 citation statements)

References 32 publications

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“…In general, participants perceived location-specific non-standard accents as having lower prestige. Conversely, of the four accents presented to both listeners in both locations, participants perceived those deemed as having lower prestige as being friendlier, which may suggest that a trade-off exists between being deemed prestigious or friendly (Coupland & Bishop, 2007;Kinzler & DeJesus, 2013;Laiwani et al, 2005;Morales et al, 2012;Stewart et al, 1985).…”

Section: Prestigious Accents Are Less Likely To Be Considered Friendlymentioning

confidence: 92%

“…Pronunciation", "General American") are often considered to carry prestige and are not locality-specific (Morales, Scott, & Yorkston, 2012). These accents develop through a process of standardisation, usually at the establishment level, and are therefore deemed an ideological aspiration (Coupland, 2003;Coupland & Bishop, 2007).…”

Section: Introductionmentioning

confidence: 99%

“…Studies of accent perception have already been fruitfully applied in domains such as marketing (Laiwani, Lwin, & Li, 2005;Lwin & Wee, 1999;Morales et al, 2012;Tsalikis, Ortiz Buonafina, & LaTour, 1992;Z. Wang, Arndt, -Singh, Biernat, & Liu, 2013) and education (Eisenchlas & Tsurutani, 2011;Gill, 1994;Rubin & Smith, 1990;H.…”

Section: Introductionmentioning

confidence: 99%

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Evaluations of accents can be used as a measure of prestige

Samarasinghe¹,

Berl

Gavin

et al. 2019

Preprint

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Sociolinguistic studies have established that people make judgements about speakers based on accent. Standard and non-standard accents have differing levels of prestige and demonstrate variation across other attitudinal terms. Because prestige can increase the likelihood of information transmission, we explore variation in accent prestige to determine whether accent can be used as a measure of prestige in social transmission experiments. Participants (n=152 US; 142 UK) were presented with standardised recordings of a standard passage, containing lexical terms that highlight phonological differences between accents of English. Passages were spoken by middle-aged white male speakers representing a range of eight accents from the listener’s country of residence and two from the alternative country. Participants rated the speakers on 24 different personal qualities including traits associated with prestige and friendliness. As predicted, participants rated the standard accents favourably for prestige across both locations. Participants perceived location-specific non-standard accents as having lower prestige, and accents deemed as having lower prestige as being friendlier. Accent indexes differential qualities for listeners, regardless of whether the concept is operationalised by the term “prestigious” or multiple terms related to ‘prestige’. We assert that accent can be used as an indicator of prestige in the absence of other prestige information and demonstrate the importance of locally calibrating the accents used in prestige-based social transmission experiments.

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Section: Prestigious Accents Are Less Likely To Be Considered Friendlymentioning

confidence: 92%

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Evaluations of accents can be used as a measure of prestige

Samarasinghe¹,

Berl

Gavin

et al. 2019

Preprint

View full text Add to dashboard Cite

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“…An announcer's accent can influence how much listeners like a product; namely, they prefer products that are advertised by a speaker with a standard accent over those advertised by a speaker with a less standard accent. Moreover, accents influence how well listeners remember the ad information; they remember ad content better when it is advertised by a speaker with a nonstandard, but more familiar, accent than when it is advertised by a speaker with a standard, but less familiar, accent (Morales, Scott, & Yorkston, ).…”

Section: Voice and Advertising Efficacymentioning

confidence: 99%

The Effect of Voice Quality on Ad Efficacy

Wiener

Chartrand

2014

Psychology and Marketing

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Extensive research has examined how to make broadcast advertising as effective as possible. However, one area of advertising that has received little research is the effect of the announcer or spokesperson's voice on consumers’ reactions to the ad or the product being advertised. In this paper, we examine the effect of the announcer's voice quality, or an overall impression of his or her voice, on consumers’ purchasing intentions for a new service. We find that female listeners are most likely to purchase this service when they hear it advertised by a man who has a creaky voice, but least likely to purchase it when they hear it advertised by a woman with a creaky voice. Other voice qualities produce more moderate results. Men, in contrast, are relatively insensitive to the effect of voice quality.

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“…In this context, however, it might be instructive and interesting to dig further into experimental work in that subfield and note, for inspiration, that whereas the use of nonstandard English leads to higher attention and memory, standard English leads to higher credibility and brand preference (Lalwani et al, 2005;Morales et al, 2012).…”

Section: Non-musical Sound Brandingmentioning

confidence: 99%

Non-musical sound branding – a conceptualization and research overview

Graakjær

Bonde

2018

EJM

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Purpose The purpose of this paper is to advance the understanding of sound branding by developing a new conceptual framework and providing an overview of the research literature on non-musical sound. Design/methodology/approach Using four mutually exclusive and collectively exhaustive types of non-musical sound, the paper assesses and synthesizes 99 significant studies across various scholarly fields. Findings The overview reveals two areas in which more research may be warranted, that is, non-musical atmospherics and non-musical sonic logos. Moreover, future sound-branding research should examine in further detail the potentials of developed versus annexed object sounds, and mediated versus unmediated brand sounds. Research limitations/implications The paper provides important insights into critical issues that suggest directions for further research on non-musical sound branding. Practical implications The paper identifies an unexploited terrain of possibilities for the use of sound in marketing and branding. Originality/value The paper identifies a subfield within sound-branding research that has received little attention despite its inevitability and potential significance.

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The Role of Accent Standardness in Message Preference and Recall

Cited by 46 publications

References 32 publications

Evaluations of accents can be used as a measure of prestige

Evaluations of accents can be used as a measure of prestige

The Effect of Voice Quality on Ad Efficacy

Non-musical sound branding – a conceptualization and research overview

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