Efectos del lenguaje en credibilidad y persuasión de la fuente de información entre consumidores bilingües
Portada 25, 2, 2020
PDF (English)

Palabras clave

source
credibility
persuasion
language
ethnic identification fuente de información
credibilidad
persuasión
lenguaje
identificación ética

Cómo citar

Alvarez, C. M. O. (2021). Efectos del lenguaje en credibilidad y persuasión de la fuente de información entre consumidores bilingües. Fórum Empresarial, 25(2), 1-26. https://doi.org/10.33801/fe.v25i2.19068

Resumen

Esta investigación examina los efectos del lenguaje e identificación con la cultura estadounidense sobre la credibilidad de la fuente de información y persuasión entre hispanos bilingües. Los resultados revelaron que participantes que no se identifican con la cultura estadounidense perciben que la fuente tiene más experiencia, y las actitudes son más positivas hacia las marcas anunciadas en inglés comparadas con marcas anunciadas en español. La experiencia de la fuente y las actitudes no variaron entre participantes que se identifican altamente con la cultura estadounidense. Las fuentes de información que mezclan los dos idiomas fueron percibidas menos expertas y las actitudes fueron menos favorables en comparación con fuentes que usan inglés o español. No se reportan efectos significativos para la confiabilidad y el atractivo de la fuente.

 

https://doi.org/10.33801/fe.v25i2.19068
PDF (English)

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