The Effect of Different Degrees of Regional Accentedness in Radio Commercials: An Experiment with German Consumers

Abstract

The present study investigated the use of a regional accent with varying strengths in product and service commercials. In a 2 (type of commercial: product/service) × 3 (accent: strong German regional / moderate German regional / standard German) between-subject design, 218 German native speakers evaluated product and service commercials. Findings suggest that the effects of regional accents were limited. In the product commercial, the speaker with a moderate accent was attributed more warmth than a speaker with a standard accent. In the service commercial, the attitude towards the service was more negative for the moderate than for the standard accent.

Keywords:

• regional accent
• accent strength
• radio commercials
• service/product
• German

Acknowledgement

We thank audio2film GmbH Studio Munich for recording the commercials used in this study.