A Review of Psycho- vs. Socio-Linguistics Theories

Abstract

This chapter offers an overview of the key socio-psycholinguistic theories and their application to the marketing sphere. Among the models examined, of particular note are the Markedness Model (Myers-Scotton, 1999), the Revised Hierarchical Model (Kroll & Steward, 1994) and the Conceptual Features Model (De Groot, 1992). Examining these three models in particular, we review the key concepts of Code-switching, Cultural Frame-Switching and Foreign Language Display, which have been widely used in the marketing and consumer behavior disciplines. The chapter also puts forward potential future lines of research in linguistics and its application to marketing.