Publication type
FT ranked journal articlePublication Year
2009Journal
Journal of Consumer ResearchPublication Volume
35Publication Issue
6Publication Begin page
1012Publication End page
1025
Metadata
Show full item recordAbstract
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 PropertyKnowledge Domain/Industry
Marketing & SalesDOI
10.1086/595022ae974a485f413a2113503eed53cd6c53
10.1086/595022