Why the Southern Accent Makes You Want to Buy Something

Maybe it’s just me, but the sound of a Southern accent always makes me think of a kindly grandmother who just baked a pie and is offering you sweet tea to go with it. This mental image is a major reason why Americans across the US tend to say they would be most likely to purchase something from a person with a Southern accent. But why is this a trend on a psychological level?

When people hear different accents, they immediately draw associations with different people, characters, and situations, where they’ve heard those accents. It could be a character from a movie, a friend, a family member, or their childhood hometown. In every case, their natural associate for that accent is going to have an effect on whether or not they want to buy something from the person with that accent. In this study, Americans say that they are most likely to buy something from someone who has a Southern accent. This means that marketers in the US are most likely to see results by placing Reese Witherspoon in their ad rather than Emilia Clarke. At least hypothetically.

In actual fact, the type of product that you're selling has a lot to do with what accent is going to be the most effective. London-based brands tend to be seen as more glamorous, and according to this study, people tend to find the British accent attractive, albeit less attractive than the Southern accent. In general, if you’re trying to sell anything to the American population, the Southern accent is associated with being approachable, attractive, pleasant, and trustworthy.

In all likelihood, that association comes from years of Southern charm, “how y’all doing”, and Sweet Home Alabama viewings. Everyone who thinks of the southern region is immediately thinking of the sweet tea, welcoming attitude that welcomes people home. This powerful association does a lot of the marketer’s job for them. They don’t have to work as hard to inspire trust or attract their customers. The accent has that immediate feel that consumers have made on their own, and the ad takes it from there.

If you’re wondering how to inspire more trust from your customers, considering which accent will work best with your product is a great place to start! Add a sultry British accent to your car ad or a welcoming Southern accent to your food ad. Just whatever you do, don’t use a New York accent to sell anything!