Research Symposium

BIO

Diego Fernandez is a second-year Finance major with academic and professional interests in financial analysis, market strategy, and data-driven decision-making. He maintains strong academic performance while balancing part-time professional responsibilities, demonstrating discipline, initiative, and time management. Diego is actively involved in the Finance Society and ALPFA, where he engages in professional development and leadership within business-focused communities.

His research experience centers on consumer response and market perception within Hispanic demographics, with a focus on how linguistic signals in advertising influence brand credibility and purchase behavior. This work applies analytical and quantitative methods to evaluate how cultural and communication variables affect market outcomes, reflecting his broader interest in strategic decision-making and consumer markets. Through this project, Diego has gained experience in research design, survey methodology, and data analysis.

He collaborates with faculty mentors in marketing and business disciplines who support his academic and professional development. Diego plans to pursue a career in finance and corporate strategy, where he aims to apply analytical frameworks to investment decisions, market evaluation, and business growth initiatives.

Can You Hear the Difference? Accent Recognition in Brand Evaluation Among Hispanic Consumers

Abstract

The Hispanic population represents nearly 20% of the United States and contributes over $4.1 trillion to the national GDP, making it one of the most economically influential consumer groups in the country. Although brands frequently use Spanish commercials to connect with this market, limited research has examined how variation in Spanish accents influences perceptions of authenticity and brand credibility. This study investigates whether Hispanic Gen Z and Millennial consumers can distinguish between heritage, native, and non-native Spanish accents in advertisements and how these perceptions shape attitudes toward the advertisement, the brand, and purchase intention.
Participants will complete an online questionnaire through Qualtrics in which they will watch one AT&T commercial and respond to Likert-scale measures assessing perceived accent strength, language authenticity, brand attitude, advertisement attitude, purchase intention, and language background. Data will be analyzed to examine relationships between perceived accent type and consumer evaluations.
It is expected that advertisements perceived as less linguistically authentic will result in lower brand attitudes and reduced purchase intentions. By focusing on accent rather than language choice alone, this research highlights how subtle linguistic cues can influence cultural belonging and consumer response in Hispanic-targeted advertising.

Keywords: Advertising, Marketing, Consumer Behavior