Article2010

The Impact of Medium Context on Bilingual Consumers' Responses to Code-Switched Advertising

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Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification Advertising and Communication Studies

Abstract

While previous research has examined code-switched ads viewed in isolation (Luna and Peracchio 2005a, 2005b), this study makes a unique contribution by investigating the crucial role that medium context plays in responses to Spanish/English code-switched ads among bilingual consumers. A model is developed based on neuroscience and sociolinguistic theories of information processing. Among 122 bilingual Mexican Americans, path analysis showed that when a code-switched ad primarily written in Spanish (English) was placed within an all-Spanish (all-English) medium, increased ad recall and perceptions of advertiser cultural sensitivity occurred. In turn, increased perceptions of advertiser cultural sensitivity led to greater cognitive ad involvement and persuasion. Based on these findings, the main language of a code-switched ad should match that of its medium to increase favorable advertising responses.

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References

1989Structural Equations with Latent Variables 1991Structural Equations with Latent Variables.1988An Updated Paradigm for Scale Development Incorporating Unidimensionality and Its Assessment 1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement 1981Personal involvement as a determinant of argument-based persuasion.1994The Personal Involvement Inventory: Reduction, Revision, and Application to Advertising 1991Accommodation theory: Communication, context, and consequence 1985Measurement in Cross-Cultural Psychology

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