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The Role of Accent on the Credibility and Effectiveness of the International Business Person The Case of Guatemala

The Role of Accent on the Credibility and Effectiveness of the International Business Person The... Assesses the effect of an international business persons accent onGuatemalan subjects perception of the business persons effectiveness,credibility, competence, friendliness, as well as the Guatemalansubjects intentions to buy. Graduate students at a Guatemalanuniversity listened to tape recordings of three presenters speakingGuatemalan Spanish and three presenters speaking Spanish with a foreignaccent. The findings suggest that, for the Guatemalan audience, a salespitch in Guatemalan Spanish evoked more favourable judgements on allmeasured dimensions than the same sales pitch in foreign accentedSpanish. Females, however, evaluated the Guatemalan Spanish presentersmore positively and evaluated the foreign accented presenters morenegatively than their male counterparts. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Marketing Review Emerald Publishing

The Role of Accent on the Credibility and Effectiveness of the International Business Person The Case of Guatemala

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0265-1335
DOI
10.1108/02651339210017136
Publisher site
See Article on Publisher Site

Abstract

Assesses the effect of an international business persons accent onGuatemalan subjects perception of the business persons effectiveness,credibility, competence, friendliness, as well as the Guatemalansubjects intentions to buy. Graduate students at a Guatemalanuniversity listened to tape recordings of three presenters speakingGuatemalan Spanish and three presenters speaking Spanish with a foreignaccent. The findings suggest that, for the Guatemalan audience, a salespitch in Guatemalan Spanish evoked more favourable judgements on allmeasured dimensions than the same sales pitch in foreign accentedSpanish. Females, however, evaluated the Guatemalan Spanish presentersmore positively and evaluated the foreign accented presenters morenegatively than their male counterparts.

Journal

International Marketing ReviewEmerald Publishing

Published: Apr 1, 1992

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