Liangyan Wang

1 month ago | tandfonline.com | Liangyan Wang |Yuqing Zhang |Eugene Chan

AbstractIn dialect advertising, a brand uses variants of a single language to gain competitive advantages. However, the mechanism and boundary conditions of dialect communication remain unclear. Based on the construct of feeling of groundedness and the elaboration likelihood model, this research explores dialect effect on advertisement recall. Across six studies in China, this research offers evidence that dialect (versus Mandarin) advertisements arouse greater recall.