A popular practice among many marketers today is to feature actors with accents, particularly British accent, in commercials. In addition, with the advent of customer service call centers being outsourced to other countries, particularly to India where the Indo-British accent is prevalent, American consumers are interacting with accented persons more than ever before. To date, however, there has not been a comprehensive investigation into the underlying mechanisms that occur upon hearing an accent and how this impacts consumers' evaluations of the advertised brand.This software helps guide customer service representatives through each call by providing mini scripts that ... In this study, we will ask you to evaluate portions of a call center script that will soon be implemented by a major cell phone company.
|Title||:||A Theoretical Approach to Understanding the Impact of Accented Speech on Marketers' Efforts to Inform, Persuade, and Assist Consumers|
|Publisher||:||ProQuest - 2008|