Advertising to Bilingual Consumers

The Impact of Code-Switching on Persuasion

Datos Bibliográficos

ID2215909
AutoresDavid Luna (0000-0002-6100-2304, City University of New York), Laura A Peracchio (University of Wisconsin–Milwaukee)
Año2005
Volumen31
Número4
Páginas760-765
Fecha de publicación2005-03-01
Peer ReviewedSí
Open AccessNo
TipoARTICLE
RevistaJournal of Consumer Research (JOURNAL)
Identificadores de la revistaISSN: 0093-5301 • E-ISSN: 1537-5277
EditorialOxford University Press (OUP) (PUBLISHER)
DOI10.1086/426609
OpenAlexW2007681958
IdiomaEN
Citas recibidas39
Referencias citadas12

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

Advertising · Business · Code (set theory) · Code-switching · Linguistics · Neuroscience of multilingualism · Persuasion · Political science · Programming language · Salience (neuroscience) · Sentence · Slogan · Artificial Intelligence · Computer Science · Digital Communication and Language · Discourse Analysis in Language Studies · Linguistics, Language Diversity, and Identity · Psychology · Social Psychology