Positive Stereotype Associated With Accent and its Impact on Persuasion in the Context of Business Outsourcing

• In Event: ICA Plenary Interactive Paper/Poster Session II
  In Interactive Paper Session: Mass Communication Interactive Poster Session

Abstract

The current study examines whether positive stereotypes associated with certain accent can positively influence persuasive outcomes in the context of business outsourcing. We find that positive stereotypes associated with Indian accent do influence perceived credibility, service quality, attitude and behavioral intention toward the brand, but only for those who hold the positive stereotypical belief that Indians are knowledgeable in technology-related products and services, and only for the products/brands that are associated with this positive stereotypes. This three-way interaction does not hold for those who do not have this stereotypical belief, or for products/brands that are not associated with this stereotype. Both theoretical and practical implications are also discussed.

Authors

• Chun Yang, Penn State University

• Ruobing Li, Penn State University

• Fan Feng, Jinan U