Exploring language effects in ethnic advertising: A sociolinguistic perspective
Koslow, Shamdasani and Touchstone apply sociolinguistic accommodation theory to how Hispanic consumers in the United States respond to print advertisements using different amounts of Spanish. Greater perceived advertiser sensitivity to Hispanic culture and people increased affect toward the advertisement; controlling for that perception, Spanish-only advertisements decreased affect toward the advertisement, which the authors discuss as language choice carrying more than one signal. Journal of Consumer Research 20(4), 1994.
Koslow, Shamdasani and Touchstone apply sociolinguistic accommodation theory to how Hispanic consumers in the United States respond to print advertisements using different amounts of Spanish. Greater perceived advertiser sensitivity to Hispanic culture and people increased affect toward the advertisement; controlling for that perception, Spanish-only advertisements decreased affect toward the advertisement, which the authors discuss as language choice carrying more than one signal. Journal of Consumer Research 20(4), 1994.
Written from the abstract, OpenAlex, 2026-11-03; Crossref for volume and issue; full text not read.
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Koslow, S., Shamdasani, P. N., & Touchstone, E. E. (1994). Exploring language effects in ethnic advertising: A sociolinguistic perspective. Journal of Consumer Research, 20(4), 575. doi:10.1086/209371 https://doi.org/10.1086/209371