GENERAL DISCUSSION
This research examined the effect of spokesperson accents on (1) perceptions of the advertising message, and (2) memory for important details about the message, such as the brand name or specific message aguments. Acorss four studies, we found that consumers demonstrate an overall preference for standard accents, which results in more favorable evaluations for products advertised by a standard-accented spokesperson. Taken together, these studies support our conceptual frame work by showing that accent standardness influences both evaluation and recall of the advertised product, service, or idea (summarized in Table 1). Compared with nonstandard accents, standard accents are perceived as more favorable but lead to lower levels of recall. We demonstrate that accents varying in standardness influence consumers when the accent and product are in/congruent, non/diagnostic, and the argument is weak or strong.