The Effects of Dialect Wording on Advertisement Recall: How Brands Can Use Dialect Advertising to Deepen Their Connection with Consumers

Abstract

In dialect advertising, a brand uses variants of a single language to gain competitive advantages. However, the mechanism and boundary conditions of dialect communication remain unclear. Based on the construct of feeling of groundedness and the elaboration likelihood model, this research explores dialect effect on advertisement recall. Across six studies in China, this research offers evidence that dialect (versus Mandarin) advertisements arouse greater recall. Findings are supported by indicators of both adjusted recognition score and eye-tracking data. The feeling of groundedness plays a mediating role. Boundary conditions are examined (bicultural identity integration, traveler’s [versus settler] orientation, and warm [versus competent] brands benefits in memory enhancement), as well as downstream effects of the main effect.

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