Would you respect a norm if it sounds foreign? Foreign-accented speech affects decision-making processes

Abstract

Does listening to a foreign-accented speaker bias native speakers’ behavior? We investigated whether the accent, i.e., a foreign accent versus a native accent, in which a social norm is presented affects native speakers’ decision to respect the norm (Experiments 1 and 2) and the judgement for not respecting it (Experiment 2). In Experiment 1, we presented 128 native Spanish speakers with new social norms, adapted from the measures imposed by the Spanish Government to fight the Covid-19 pandemic (e.g., ‘To avoid the spread of the Covid-19 virus, keep your distance’), whereas in Experiment 2, we presented 240 native Spanish speakers with everyday social norms learned from childhood (e.g., ‘Not littering on the street or in public places’), that have an intrinsic cultural and linguistic link. In Experiment 1, the norms were uttered either in a native accent, or in a foreign accent unfamiliar to our participants to avoid stereotypes. In Experiment 2, we added an accent negatively perceived in Spain to assess the role of language attitudes on decision making. Overall, accent did not directly impact participants’ final decisions, but it influenced the decision-making process. The factors that seem to underlie this effect are emotionality and language attitudes. These findings add up to the recent Foreign Accent effect observed on moral judgements and further highlight the role of the speaker’s identity in decision making.