Cognitive Psychology Commons^™

Listener Biases Toward Chinese And Latino Instructor Accents: Their Impact On Subjective Evaluations And Objective Memory Measures, Ka Wai Lau

Student Theses and Dissertations

Many people in the United States speak with a non-native accent that reveals their racial identity. Accent bias and discrimination are prevalent issues in many social interactions, including academic and work environments. Past research has argued that foreign-accented speech is generally more difficult to process. The present study aimed to explore the impact of Chinese and Latino accents compared to standard American accents on subjective evaluations and objective memory in a classroom setting. Participants were asked to evaluate speaker competence, trustworthiness, and warmth in math and Western literature lessons and completed a memory test for them. I found that Chinese-accented …

The Significance Of Sonic Branding To Strategically Stimulate Consumer Behavior: Content Analysis Of Four Interviews From Jeanna Isham’S “Sound In Marketing” Podcast, Ina Beilina

Student Theses and Dissertations

Purpose:
Sonic branding is not just about composing jingles like McDonald’s “I’m Lovin’ It.” Sonic branding is an industry that strategically designs a cohesive auditory component of a brand’s corporate identity. This paper examines the psychological impact of music and sound on consumer behavior reviewing studies from the past 40 years and investigates the significance of stimulating auditory perception by infusing sound in consumer experience in the modern 2020s.

Design/methodology/approach:
Qualitative content analysis of audio media was used to test two hypotheses. Four archival oral interview recordings from Jeanna Isham’s podcast “Sound in Marketing” featuring the sonic branding experts …