Keywords
credibility
persuasion
language
ethnic identification
How to Cite
Abstract
This research investigates the interactive effects of language and the identification with American culture on source credibility and, subsequently, on persuasion among Hispanics. The results revealed that low American identifiers perceived a higher source expertise and greater positive attitudes towards brands advertised in English compared to brands advertised in Spanish. On the other hand, source expertise and attitudes towards the brand did not vary because of the language used among high American identifiers. Sources that communicate with code-switching elicited lower expertise and brand attitudes compared to sources that use English or Spanish. The study results found no significant effects for source trustworthiness and attractiveness.
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