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The effects of Hispanic bilinguals language use and stereotype activation on negotiations outcomes

Author

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  • Alvarez, Cecilia M.O.
  • Taylor, Kimberly A.
  • Gomez, Carolina

Abstract

Service encounters often become negotiations between the customer and the service provider. For speakers of multiple languages, the language used in a negotiation can be a critical factor in the success of that encounter. By investigating how U.S. bilinguals negotiate in either English or Spanish, this research examines the effect that the activation of the stereotype related to the minority language-speakers has on negotiation outcomes. The results of two experiments support the general notion that, among U.S. Hispanic bilinguals, the majority language (English) yields more favorable outcomes compared to the minority language (Spanish); a third study with a comparison group of bilinguals in Mexico, where no language-related stereotype exists, shows no effect of the negotiation language on the outcome. The paper discusses theoretical and practical implications of the findings and areas for future research.

Suggested Citation

  • Alvarez, Cecilia M.O. & Taylor, Kimberly A. & Gomez, Carolina, 2017. "The effects of Hispanic bilinguals language use and stereotype activation on negotiations outcomes," Journal of Business Research, Elsevier, vol. 72(C), pages 158-167.
    • Handle: RePEc:eee:jbrese:v:72:y:2017:i:c:p:158-167
    DOI: 10.1016/j.jbusres.2016.10.009
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    References listed on IDEAS

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    1. Deshpande, Rohit & Hoyer, Wayne D & Donthu, Naveen, 1986. "The Intensity of Ethnic Affiliation: A Study of the Sociology of Hispanic Consumption," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(2), pages 214-220, September.
    2. Jonas Holmqvist & Yves Van Vaerenbergh, 2013. "Perceived importance of native language use in service encounters," The Service Industries Journal, Taylor & Francis Journals, vol. 33(15-16), pages 1659-1671, December.
    3. Van Vaerenbergh, Yves & Holmqvist, Jonas, 2014. "Examining the relationship between language divergence and word-of-mouth intentions," Journal of Business Research, Elsevier, vol. 67(8), pages 1601-1608.
    4. John L. Graham & Alma T. Mintu & Waymond Rodgers, 1994. "Explorations of Negotiation Behaviors in Ten Foreign Cultures Using a Model Developed in the United States," Management Science, INFORMS, vol. 40(1), pages 72-95, January.
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    Cited by:

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    2. Helene Tenzer & Siri Terjesen & Anne-Wil Harzing, 2017. "Language in International Business: A Review and Agenda for Future Research," Management International Review, Springer, vol. 57(6), pages 815-854, December.
    3. Ingmar Geiger, 2020. "From Letter to Twitter: A Systematic Review of Communication Media in Negotiation," Group Decision and Negotiation, Springer, vol. 29(2), pages 207-250, April.
    4. Carol Azab & Jonas Holmqvist, 2022. "Discrimination in Services: How Service Recovery Efforts Change with Customer Accent," Journal of Business Ethics, Springer, vol. 180(1), pages 355-372, September.
    5. Theys, Tobias & Adriaenssens, Stef & Verhaest, Dieter & Deschacht, Nick & Rousseau, Sandra, 2020. "Disentangling language from ethnic preferences in the recruitment of domestic workers: A discrete choice experiment," Journal of Business Research, Elsevier, vol. 117(C), pages 144-151.
    6. Fleischer, Hannes, 2020. "Stereotypes in Services - A Systematic Literature Review to Move from Scattered Insights to Generalizable Knowledge," SMR - Journal of Service Management Research, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 4(4), pages 216-236.

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