“Emotional” versus “Emotioneel”: Advertising Language and Emotional Appraisal
2006-12-20
Research Paper
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Published by
Rotterdam School of Management (RSM) Erasmus University, Erasmus Research Institute of Management (ERIM)
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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
Classifications using
Journal of Economic Literature (JEL) Classification System
- M : Business Administration and Business Economics; Marketing; Accounting
- C44 : Statistical Decision Theory; Operations Research
- M31 : Marketing
Automatically Extracted Terms
- language
- study
- effect
- english
- research
- appraisal
- consumer
- participant
- dutch
- l 2 ads
- intensity
- study 2
- emotion
- advertising
- rating
- attitude
- scale
- result
- consumer research
- version
