Research output: Contribution to Journal/Magazine › Journal article › peer-review
Research output: Contribution to Journal/Magazine › Journal article › peer-review
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TY - JOUR
T1 - Bilingualism and the emotional intensity of advertising language
AU - Puntoni, Stefano
AU - De Langhe, Bart
AU - Van Osselaer, Stijn M. J.
PY - 2009/4
Y1 - 2009/4
N2 - 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.
AB - 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.
KW - Advertising
KW - Language
KW - Affect/Emotions/Mood
KW - Memory
U2 - 10.1086/595022
DO - 10.1086/595022
M3 - Journal article
VL - 35
SP - 1012
EP - 1025
JO - Journal of Consumer Research
JF - Journal of Consumer Research
SN - 0093-5301
IS - 6
ER -