Using experimental and correlational methods to assess the role of accents and gender on perceptions of competence

Abstract

Research on the impact of different accents on perceptions of individuals is both important and difficult. The main challenge is in creating realistic portrayals of accents that also control for potential confounding variables. The advantages and disadvantages of three different options are reviewed: the same person speaking in different accents, different persons speaking in different accents, and computer generated accents. This case study describes the method, procedure and results from a study in which the decision was made to use different persons to convey different accents. Although the experimental manipulations were not as controlled as might be ideal, they were used with the aim of increasing realism and external validity. Manipulation checks are described that tested whether the experimental manipulations were effective in conveying similar levels of accents in male and female speakers. Procedures for reducing the risk of experimenter bias are also described. The inclusion of an unmanipulated variable, participant gender, and the interpretational issues, are also discussed. There continues to be a need for research on the impact of speaking with an accent, in spite of the methodological complications