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Advertising persuasion in China: Using Mandarin or Cantonese?

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Listed:
  • Liu, Shixiong
  • Wen, Xiaoshan
  • Wei, Lina
  • Zhao, Weihong

Abstract

Advertising persuasion may differ based on different languages and/or dialects. Using Chinese samples, this study experimentally tests how a spokesperson's accents (standard Mandarin accent and local Cantonese accent) influence advertising persuasion across different product involvements (high- or low-involvement products) and different advertising appeals (rational or emotional ads). The results show that ads promoting high (low)-involvement products will produce higher persuasion when the ads use Mandarin (Cantonese) rather than Cantonese (Mandarin). In addition, ads with rational (emotional) appeals will result in higher persuasion when presented in Mandarin (Cantonese) rather than Cantonese (Mandarin). The findings contribute to a better understanding of an ad's persuasion with respect to a spokesperson's accents, and offer managerial implications for marketers doing advertising in a multilingual environment such as China.

Suggested Citation

  • Liu, Shixiong & Wen, Xiaoshan & Wei, Lina & Zhao, Weihong, 2013. "Advertising persuasion in China: Using Mandarin or Cantonese?," Journal of Business Research, Elsevier, vol. 66(12), pages 2383-2389.
    • Handle: RePEc:eee:jbrese:v:66:y:2013:i:12:p:2383-2389
    DOI: 10.1016/j.jbusres.2013.05.024
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    References listed on IDEAS

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    Cited by:

    1. Yang, Zhilin & Su, Chenting, 2013. "Understanding Asian business strategy: Modeling institution-based legitimacy-embedded efficiency," Journal of Business Research, Elsevier, vol. 66(12), pages 2369-2374.
    2. Berg, Nathan & Preston, Kate L., 2017. "Willingness to pay for local food?: Consumer preferences and shopping behavior at Otago Farmers Market," Transportation Research Part A: Policy and Practice, Elsevier, vol. 103(C), pages 343-361.
    3. Wang, Saerom & Kirillova, Ksenia & Lehto, Xinran, 2017. "Reconciling unsatisfying tourism experiences: Message type effectiveness and the role of counterfactual thinking," Tourism Management, Elsevier, vol. 60(C), pages 233-243.
    4. Azab, Carol & Clark, Terry, 2017. "Speak my language or look like me? – Language and ethnicity in bilingual customer service recovery," Journal of Business Research, Elsevier, vol. 72(C), pages 57-68.

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