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    Bilingualism and the emotional intensity of advertising language

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    Publication type
    FT ranked journal article  
    Author
    Puntoni, Stefano
    De Langhe, Bart
    Van Osselaer, Stijn
    Publication Year
    2009
    Journal
    Journal of Consumer Research
    Publication Volume
    35
    Publication Issue
    6
    Publication Begin page
    1012
    Publication End page
    1025
    
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    Abstract
    This research contributes to the current understanding of language effects in advertising by uncovering a previously ignored mechanism shaping consumer response to an increasingly globalized marketplace. We propose a language-specific episodic trace theory of language emotionality to explain how language influences the perceived emotionality of marketing communications. Five experiments with bilingual consumers show (1) that textual information (e.g., marketing slogans) expressed in consumers' native language tends to be perceived as more emotional than messages expressed in their second language, (2) that this effect is not uniquely due to the activation of stereotypes associated to specific languages or to a lack of comprehension, and (3) that the effect depends on the frequency with which words have been experienced in native- versus second-language contexts.
    Keyword
    Consumer Research, Marketing, Slogans, International Business Enterprises, Advertising, Consumer Behaviour, Globalization, Bilingualism, Stereotypes, Native Language, Manners and Customs, Cultural Property
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    Knowledge Domain/Industry
    Marketing & Sales
    DOI
    10.1086/595022
    URI
    http://hdl.handle.net/20.500.12127/7178
    ae974a485f413a2113503eed53cd6c53
    10.1086/595022
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