Structural Constraints in Code-Switched Advertising

David Luna, Dawn Lerman and Laura A. Peracchio

Journal of Consumer Research, 2005, vol. 32, issue 3, 416-423

Abstract: Code switching, the use of mixed-language expressions, is gaining prominence in advertising targeting linguistic minorities. Two studies investigate the existence of linguistic rules governing the use of code switching and identify situations in which those rules have a greater impact on persuasion. The studies extend Myers-Scotton's 1995 model of code switching by revealing an interaction between linguistic correctness and type of processing. More specifically, breaking the linguistic rules of code switching results in less persuasive messages but only when consumers process the ads in a highly data-driven mode. When consumers do not engage in highly data-driven processing, breaking linguistic rules does not influence persuasion. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..

Date: 2005
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Journal of Consumer Research is currently edited by Bernd Schmitt, June Cotte, Markus Giesler, Andrew Stephen and Stacy Wood

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