Efectos del lenguaje en credibilidad y persuasión de la fuente de información entre consumidores bilingües
Portada 25, 2, 2020
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fuente de información
identificación ética

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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


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.


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