The Role of Accent on the Credibility and Effectiveness of the Salesperson |
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| Authors: | John Tsalikis Oscar W. DeShields Jr. Michael S. LaTour |
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| Affiliation: | 1. John Tsalikis is an Assistant Professor of Marketing at Florida International University. He holds a doctorate in Marketing from the University of Mississippi. His research interests include marketing ethics, international marketing, and direct marketing. His articles have appeared in the Journal of the Academy of Marketing Science, Journal of Business Ethics, Psychology and Marketing, and the Journal of International Consumer Marketing.;2. Oscar W. DeShields, Jr. holds a master's degree from Massachusetts Institute of Technology's Sloan School of Management. He is presently a doctoral candidate at Florida International University. His research interests include international marketing and marketing strategy for health care organizations.;3. Michael S. LaTour is an Associate Professor of Marketing at Old Dominion University. He holds a doctorate in Marketing from the University of Mississippi. His research interests include marketing ethics, and emotional responses to advertising. His articles have appeared in the Journal of Business Ethics, Psychology and Marketing, and the Journal of Health Care Marketing. |
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| Abstract: | The study focuses on assessing the impact of a salesperson's accent on people's perception of his effectiveness, including credibility, competence, friendliness, and intentions to buy. One hundred and forty-six students listened to tape recordings of three presenters speaking with Greek-accented English and three presenters speaking with standard American accent. The message was a hypothetical sales pitch for a VCR. The results indicate that, for an American audience, a sales pitch in standard American accent evoked more favorable judgments on all measured dimensions than Greek-accented English. |
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