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    Rights statement: This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Advertising on 25/01/2017, available online: http://www.tandfonline.com/10.1080/00913367.2016.1180656

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Methodological Issues in Cross-Linguistic and Multilingual Advertising Research

Research output: Contribution to journalJournal article

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Methodological Issues in Cross-Linguistic and Multilingual Advertising Research. / Weijters, Bert; Puntoni, Stefano; Baumgartner, Hans.

In: Journal of Advertising, Vol. 46, No. 1, 25.01.2017, p. 115-128.

Research output: Contribution to journalJournal article

Harvard

Weijters, B, Puntoni, S & Baumgartner, H 2017, 'Methodological Issues in Cross-Linguistic and Multilingual Advertising Research', Journal of Advertising, vol. 46, no. 1, pp. 115-128. https://doi.org/10.1080/00913367.2016.1180656

APA

Vancouver

Author

Weijters, Bert ; Puntoni, Stefano ; Baumgartner, Hans. / Methodological Issues in Cross-Linguistic and Multilingual Advertising Research. In: Journal of Advertising. 2017 ; Vol. 46, No. 1. pp. 115-128.

Bibtex

@article{c3c5de80f7574442b3a3edc171cbce89,
title = "Methodological Issues in Cross-Linguistic and Multilingual Advertising Research",
abstract = "This article discusses methodological issues related to language in advertising research. We introduce a framework that distinguishes between cross-linguistic research settings, where several languages are used in the study and different samples of respondents are studied in their own language, and multilingual research settings, where only a single language is used and multilingual respondents are studied either in their native or nonnative language. We review key principles that govern cross-linguistic and multilingual effects in advertising research to formulate guidelines for research design and data analysis. In the cross-linguistic context, these principles address nonuniform cross-linguistic differences in responses (related to nonequivalence of individual questionnaire items) versus uniform response effects (related to nonequivalence of verbal response category labels). In the multilingual context, we bring together evidence that shows how—even when comprehension is not a problem—stimuli, questions, and response categories may be processed differently in respondents' native versus nonnative language.",
author = "Bert Weijters and Stefano Puntoni and Hans Baumgartner",
note = "This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Advertising on 25/01/2017, available online: http://www.tandfonline.com/10.1080/00913367.2016.1180656",
year = "2017",
month = jan
day = "25",
doi = "10.1080/00913367.2016.1180656",
language = "English",
volume = "46",
pages = "115--128",
journal = "Journal of Advertising",
issn = "0091-3367",
publisher = "M.E. Sharpe Inc.",
number = "1",

}

RIS

TY - JOUR

T1 - Methodological Issues in Cross-Linguistic and Multilingual Advertising Research

AU - Weijters, Bert

AU - Puntoni, Stefano

AU - Baumgartner, Hans

N1 - This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Advertising on 25/01/2017, available online: http://www.tandfonline.com/10.1080/00913367.2016.1180656

PY - 2017/1/25

Y1 - 2017/1/25

N2 - This article discusses methodological issues related to language in advertising research. We introduce a framework that distinguishes between cross-linguistic research settings, where several languages are used in the study and different samples of respondents are studied in their own language, and multilingual research settings, where only a single language is used and multilingual respondents are studied either in their native or nonnative language. We review key principles that govern cross-linguistic and multilingual effects in advertising research to formulate guidelines for research design and data analysis. In the cross-linguistic context, these principles address nonuniform cross-linguistic differences in responses (related to nonequivalence of individual questionnaire items) versus uniform response effects (related to nonequivalence of verbal response category labels). In the multilingual context, we bring together evidence that shows how—even when comprehension is not a problem—stimuli, questions, and response categories may be processed differently in respondents' native versus nonnative language.

AB - This article discusses methodological issues related to language in advertising research. We introduce a framework that distinguishes between cross-linguistic research settings, where several languages are used in the study and different samples of respondents are studied in their own language, and multilingual research settings, where only a single language is used and multilingual respondents are studied either in their native or nonnative language. We review key principles that govern cross-linguistic and multilingual effects in advertising research to formulate guidelines for research design and data analysis. In the cross-linguistic context, these principles address nonuniform cross-linguistic differences in responses (related to nonequivalence of individual questionnaire items) versus uniform response effects (related to nonequivalence of verbal response category labels). In the multilingual context, we bring together evidence that shows how—even when comprehension is not a problem—stimuli, questions, and response categories may be processed differently in respondents' native versus nonnative language.

U2 - 10.1080/00913367.2016.1180656

DO - 10.1080/00913367.2016.1180656

M3 - Journal article

VL - 46

SP - 115

EP - 128

JO - Journal of Advertising

JF - Journal of Advertising

SN - 0091-3367

IS - 1

ER -