Abstract
A very prominent feature of the Korean language is its extensive honorifics system. Korean speakers are obliged to adopt a level of speech (deferential vs. informal) befitting the status of the target audience. As the context of deferential (informal) speech parallels the setting for a prevention (promotion) focus, we examine whether the Korean honorifics system itself functions as a natural prime for regulatory orientation. In study 1, we find that the deferential (informal) speech style activates a prevention (promotion) focus in the addressee. Accordingly, we show that ad copies written in the deferential (informal) speech style lead to regulatory fit with utilitarian (hedonic) products. In study 2, we test for construal fit when deferential (informal) speech style is matched with a lower (higher) level of abstraction. Finally, we provide a discussion on the findings and theoretical contributions of this study, followed by managerial implications and directions for future research.
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Appendix
Appendix
1.1 Appendix 1: Experimental stimuli for study 1
1.2 Appendix 2: Experimental stimuli for study 2
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Han, J.K., Sohn, Y.S. & Yoo, K.W. The Korean language and the effects of its honorifics system in advertising: deferential vs. informal speech as regulatory prime on persuasive impact. Mark Lett 26, 321–333 (2015). https://doi.org/10.1007/s11002-015-9353-2
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DOI: https://doi.org/10.1007/s11002-015-9353-2