The Role of Accent on the Credibility and Effectiveness of the Salesperson

Tsalikis, John; deShields Jr., Oscar W.; LaTour, Michael S.
January 1991
Journal of Personal Selling & Sales Management;Winter91, Vol. 11 Issue 1, p31
Academic Journal
The study focuses on assessing the impact of a salesperson's accent on people's perception of his effectiveness, including credibility, competence, friendliness, and intentions to buy. One hundred and forty-six students listened to tape recordings of three presenters speaking with Greek-accented English and three presenters speaking with standard American accent. The message was a hypothetical sales pitch for a VCR. The results indicate that, for an American audience, a sales pitch in standard American accent evoked more favorable judgments on all measured dimensions than Greek-accented English.


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