Template-Type: ReDIF-Paper 1.0
Author-Name: Puntoni, S.
Author-Name-Last: Puntoni
Author-Name-First: Stefano
Title: “Emotional” versus “Emotioneel”: Advertising Language and Emotional Appraisal
Abstract: 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.
Creation-Date: 2006-12-20
File-URL: https://repub.eur.nl/pub/8290/ERS-2006-066-MKT.pdf
File-Format: application/pdf
Series: RePEc:ems:eureri
Number: ERS-2006-066-MKT
Classification-JEL: C44, M, M31
Keywords: Advertising, Bilinguals, Psycholinguistic research
Handle: RePEc:ems:eureri:8290