To buy or not to buy?: a psycholinguistic perspective on code switching in advertisements

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dc.contributor.advisorBerghoff, Robynen_ZA
dc.contributor.advisorBylund, Emanuelen_ZA
dc.contributor.authorAdams, Doeneen_ZA
dc.contributor.otherStellenbosch University. Faculty of Arts and Social Sciences. Dept. of General Linguistics.en_ZA
dc.date.accessioned2022-03-02T16:14:27Z
dc.date.accessioned2022-04-29T09:25:23Z
dc.date.available2022-03-02T16:14:27Z
dc.date.available2022-04-29T09:25:23Z
dc.date.issued2022-03
dc.descriptionThesis (MA)--Stellenbosch University, 2022.en_ZA
dc.description.abstractENGLISH ABSTRACT: This study investigated the effects of language on consumer’s product evaluation and decision making. The main research questions of this study are “How does the presence of code-switching in advertisements affect consumers’ decision-making as compared to monolingual advertising?” and “How does L1, L2 and code-switching influence product evaluation?”. The study consisted of 151 bilingual speakers. The first language of participants was Afrikaans and the second language of participants was English. Participants were randomly assigned to evaluate products and indicated their purchase intention after exposure to advertisements in either their first language, second language or a code-switching format. The results of the product evaluations and purchase intentions of the three different conditions were analysed and compared. The results of in this study contradicts the results of previous studies. No language effects were found on participants product evaluations or purchase intentions. The main factors that possibly explain why no language effect was found is the multilingual context that this study was performed in, high second language proficiency and immersion in the second language.en_ZA
dc.description.abstractAFRIKAANSE OPSOMMING: Hierdie studie het die effek van taal op verbruikers se produkevaluasie en koopbesluite ondersoek. Die hoof navorsingsvrae van die studie is: “Hoe beinvloed die verskyning van taalwisseling in advertensies verbruikers se besluitneming in vergelyking met eentalige advertensies?” en “Hoe beïnvloed eerste taal, tweede taal en taalwisseling produkevaluasie?” Die studie het bestaan uit 151 tweetalige sprekers. Die deelnemers se eerste taal is Afrikaans. Die tweede taal van die deelnemers is Engels. Deelnemers is lukraak toegewys om hulle produkevaluasie en koopbesluite aan te meld nadat hulle blootgestel is aan advertensies in hetsy hulle eerste taal, tweede taal of 'n kodewisselingformaat. Die produkevaluasie en koopbesluit van die drie situasies is geanaliseer en vergelyk. Die resultate van die studie is teenstrydig met die resultate van vorige studies. Daar is geen daadwerklike taaleffek gevind op deelnemers se produkevaluasie of koopbesluit nie. Die hoof faktore wat moontlik kan verduidelik waarom geen taaleffek gevind is nie, is die veeltalige konteks waarin die studies uitgevoer is, deelnemers se hoë vaardigheid in hulle tweede taal en die onderdompeling van deelnemers in hulle tweede taal.af_ZA
dc.description.versionMasters
dc.format.extentx, 95 pagesen_ZA
dc.identifier.urihttp://hdl.handle.net/10019.1/124667
dc.language.isoen_ZAen_ZA
dc.publisherStellenbosch : Stellenbosch Universityen_ZA
dc.rights.holderStellenbosch Universityen_ZA
dc.subjectLinguisticsen_ZA
dc.subjectPsycholinguisticsen_ZA
dc.subjectGrammar, Comparative and generalen_ZA
dc.subjectSecond language acquisitionen_ZA
dc.subjectAfrikaans languageen_ZA
dc.subjectEnglish languageen_ZA
dc.subjectCode switching (Linguistics)en_ZA
dc.subjectAdvertisingen_ZA
dc.subjectUCTD
dc.titleTo buy or not to buy?: a psycholinguistic perspective on code switching in advertisementsen_ZA
dc.typeThesisen_ZA
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