The Korean Language and the Effects of its Honorifics System in Advertising: Deferential vs. Informal Speech as Regulatory Prime on Persuasive Impact

• Main Authors: HAN, Jin K., Sohn, Yong Seok, Yoo, Kun Woo
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2005
• Subjects: honorifics; regulatory fit; utilitarian; hedonic; construal; Korean language; Advertising and Promotion Management; Asian Studies; East Asian Languages and Societies; Marketing
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/4351; https://ink.library.smu.edu.sg/context/lkcsb_research/article/5350/viewcontent/Han_Sohn_Yoo_Korean_lang_ads_2015_av.pdf
• Institution: Singapore Management University

A very prominent feature of the Korean language is its extensive honorifics system, where the speaker is obliged to adopt a level of speech (deferential vs. informal) befitting the status of the target audience. As the context for using deferential (informal) speech parallels the setting for prevention (promotion) focus, we set out to examine whether the Korean honorifics system itself functions as a natural prime for regulatory orientation. In Study 1, we find that deferential (informal) speech style activates prevention (promotion) focus in the addressee. Accordingly, we show that ad copies in deferential (informal) speech style resulted in regulatory fit with utilitarian (hedonic) products. In Study 2, we demonstrate that individuals experienced construal fit when deferential (informal) speech style was matched with lower (higher) level of construal. Finally, we provide a discussion on the findings and theoretical contributions, followed by managerial implications and directions for research.