Bilingualism and the Emotional Intensity of Advertising Language
Journal of Consumer Research , Volume 35 - Issue 6 p. 1012- 1025
This research contributes to the current understanding of language effects in ad- vertising by uncovering a previously ignored mechanism shaping consumer re- sponse 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.
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Puntoni, S, de Langhe, B, & van Osselaer, S.M.J. (2009). Bilingualism and the Emotional Intensity of Advertising Language. Journal of Consumer Research, 35(6), 1012–1025. doi:10.1086/595022