- Speech of sales assistants in three Manhattan stores- Saks(1), Macy's(2) and Klein's(3) in order of price and fashion scale.
- Each unaware assistant approached with an enquiry designed to elicit the answer 'Fourth floor' then asked to repeat
- In order to study the variable (r)
- Sales assistants from Sak's used it most and Kleins least
- Macys showed the greatest upward shift when they were asked to repeat
- Upper middle class changed the way they spoke less than any other social class when asked to repeat
William Labov- Martha's Vineyard study
- Island on the east coast of the USA with permanent population of about 6000
- Summer people(tourists)- over 40000 every summer
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