Bilingualism and the Emotional Intensity of Advertising Language
2009
textabstractThis research contributes to the current understanding of language effects in ad-
vertising by uncovering a previously ignored mechanism shaping consumer re-
sponse 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.
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