Bilingualism and the emotional intensity of advertising language

Puntoni, Stefano and De Langhe, Bart and Van Osselaer, Stijn M. J. (2009) Bilingualism and the emotional intensity of advertising language. Journal of Consumer Research, 35 (6). pp. 1012-1025. ISSN 0093-5301

Full text not available from this repository.

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.

Item Type:
Journal Article
Journal or Publication Title:
Journal of Consumer Research
Uncontrolled Keywords:
/dk/atira/pure/subjectarea/asjc/1400/1406
Subjects:
ID Code:
66898
Deposited By:
Deposited On:
30 Sep 2013 15:41
Refereed?:
Yes
Published?:
Published
Last Modified:
18 Nov 2020 12:15