 The effects of Hispanic bilinguals language use and stereotype activation on negotiations outcomesCecilia M.O. Alvarez, Kimberly A. Taylor and Carolina Gomez Journal of Business Research, 2017, vol. 72, issue C, 158-167 Abstract: Service encounters often become negotiations between the customer and the service provider. For speakers of multiple languages, the language used in a negotiation can be a critical factor in the success of that encounter. By investigating how U.S. bilinguals negotiate in either English or Spanish, this research examines the effect that the activation of the stereotype related to the minority language-speakers has on negotiation outcomes. The results of two experiments support the general notion that, among U.S. Hispanic bilinguals, the majority language (English) yields more favorable outcomes compared to the minority language (Spanish); a third study with a comparison group of bilinguals in Mexico, where no language-related stereotype exists, shows no effect of the negotiation language on the outcome. The paper discusses theoretical and practical implications of the findings and areas for future research. Keywords: Language; Negotiations; Services; Stereotypes; Bilinguals; Hispanics (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:72:y:2017:i:c:p:158-167 DOI: 10.1016/j.jbusres.2016.10.009 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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