Segmentation
------- theory states that bilingual English/Spanish consumers in the United States are more likely to engage advertisements that incorporate Spanish.

Question

Quizplus · Accepted Answer

Accommodation theory states that bilingual English/Spanish consumers in the United States are more likely to engage advertisements that incorporate Spanish. This theory explains the positive impact of accommodating a linguistic segment in society in marketing communications and promotion. The theory also states that the incorporation of the consumer's dual language affects consumer purchasing judgment. The implication for marketers is that linguistic segmentation is an effective marketing strategy.

Segmentation ------- Theory States That Bilingual English/Spanish Consumers in the United