Research Symposium

BIO

I am from Miami, Florida. I am currently pursuing a Bachelor of Science in Accounting at the Herbert Wertheim School of Business, with an expected graduation date of May 2028. I plan to pursue a CPA license and build a career as a professional accountant.

Can you hear the difference? Accent Recognition and 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: Hispanic consumers, brand attitude, advertising, hispanic consumers