Journal of Marketing Management

The Effects of Code-Switched Advertisements on Hispanic Consumers’ Attitudes and Purchase Intentions
Robert D. Evans, Jr.

Abstract
As the Hispanic population of the United States has dramatically changed over the past decades from a minority population to the minority-majority population, so have the attitudes of these consumers. Because there is little guidance from marketing literature as to how firms can and should address the preferred language medium of this rapidly growing demographic, this study seeks to provide initial guidance for firms seeking to find an appropriate language medium to frame their marketing message. The results of the study find that the degree of Hispanicness is significant in the viewers’ interpretation of Spanish and English advertisements, while it is non-significant for Spanglish advertisements. This shows that Hispanicness does play a factor in the overall evaluation of Spanish and English advertisements, being positive for Spanish language ads and negative for English language ads, while formal code-switching language was found not to be significant. Findings and managerial implications are discussed.

Full Text: PDF     DOI: 10.15640/jmm.v4n1a1