“Emotional” versus “Emotioneel”: Advertising Language and Emotional Appraisal
The article contributes to current understanding of language effects in advertising by uncovering a previously ignored mechanism shaping consumer response to an increasingly globalized marketplace. Extending recent psycholinguistic research on the emotions of bilinguals, a series of experiments shows that bilingual consumers report greater perceived emotional intensity for stimuli (e.g. ads) presented in their native language than in their second language.
|Keywords||Advertising, Bilinguals, Psycholinguistic research|
|Publisher||Erasmus Research Institute of Management (ERIM)|
Puntoni, S.. (2006). “Emotional” versus “Emotioneel”: Advertising Language and Emotional Appraisal (No. ERS-2006-066-MKT). ERIM report series research in management Erasmus Research Institute of Management. Erasmus Research Institute of Management (ERIM). Retrieved from http://hdl.handle.net/1765/8290