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Moderators of Language Effects in Advertising to Bilinguals: A Psycholinguistic Approach

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  • Luna, David
  • Peracchio, Laura A

Abstract

This article examines a psycholinguistic model of bilingual concept organization and extends it to the processing of advertisements by bilingual consumers. The model suggests that second-language (L2) messages result in inferior memory as compared with first-language (L1) stimuli. These language asymmetries in memory are thought to occur because processing an L2 message at a conceptual level is less likely than processing an L1 message conceptually. Applying this notion to advertisements, this research examines picture-text congruity as a potential moderator of language effects in memory. The results suggest that a high level of congruity between picture and text facilitates conceptual processing of L2 messages, increasing memory for second-language ads and thereby reducing the impact of language asymmetries on memory. Copyright 2001 by the University of Chicago.

Suggested Citation

  • Luna, David & Peracchio, Laura A, 2001. "Moderators of Language Effects in Advertising to Bilinguals: A Psycholinguistic Approach," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(2), pages 284-295, September.
    • Handle: RePEc:oup:jconrs:v:28:y:2001:i:2:p:284-95
    DOI: 10.1086/322903
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    Cited by:

    1. Czellar, Sandor & Kocher, Bruno, 2007. "To be or not to be consistent in brand logo changes?," HEC Research Papers Series 875, HEC Paris.
    2. Glassman, Myron & Glassman, Aaron, 2017. "Is dual language marketing socially responsible?," Business Horizons, Elsevier, vol. 60(4), pages 565-572.
    3. Jae, Haeran & Viswanathan, Madhubalan, 2012. "Effects of pictorial product-warnings on low-literate consumers," Journal of Business Research, Elsevier, vol. 65(12), pages 1674-1682.
    4. Kubat, Umut & Swaminathan, Vanitha, 2015. "Crossing the cultural divide through bilingual advertising: The moderating role of brand cultural symbolism," International Journal of Research in Marketing, Elsevier, vol. 32(4), pages 354-362.
    5. Wang, Weisha & Abosag, Ibrahim, 2019. "Do immigration and social media facilitate or inhibit cognitive acculturation? The role of individual dialecticism in dual-focused cultural stimuli evaluation," Technological Forecasting and Social Change, Elsevier, vol. 145(C), pages 523-531.
    6. Alexander Unger & Karim Gassemi & Julie Papastamatelou, 2018. "The Effects of Language Use on Time Perspectives in Multilingual Morocco," Psychology and Developing Societies, , vol. 30(2), pages 153-174, September.
    7. Shrum, L.J. & Lowrey, T.M. & Luna, David & Lerman, D.B. & Liu, Min, 2012. "Sound symbolism effects across languages: Implications for global brand names," International Journal of Research in Marketing, Elsevier, vol. 29(3), pages 275-279.
    8. Jos Hornikx & Frank Meurs & Helene Tenzer, 2024. "Foreign languages in advertising: Theoretical implications for language-related IB research," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 55(2), pages 270-279, March.
    9. Kum, Doreen & Lee, Yih Hwai & Qiu, Cheng, 2011. "Testing to prevent bad translation: Brand name conversions in Chinese-English contexts," Journal of Business Research, Elsevier, vol. 64(6), pages 594-600, June.
    10. Lerman, Dawn & Maldonado, Rachel & Luna, David, 2009. "A theory-based measure of acculturation: The shortened cultural life style inventory," Journal of Business Research, Elsevier, vol. 62(4), pages 399-406, April.
    11. Liu, Shixiong & Wen, Xiaoshan & Wei, Lina & Zhao, Weihong, 2013. "Advertising persuasion in China: Using Mandarin or Cantonese?," Journal of Business Research, Elsevier, vol. 66(12), pages 2383-2389.
    12. ADAMOU HADJI Mohamadou, 2021. "Cameroonian Consumers' Attitude towards Tv Advertising Form and Content," GATR Journals jmmr279, Global Academy of Training and Research (GATR) Enterprise.
    13. Puntoni, S., 2006. "“Emotional” versus “Emotioneel”: Advertising Language and Emotional Appraisal," ERIM Report Series Research in Management ERS-2006-066-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    14. Alvarez, Cecilia M.O. & Miniard, Paul W. & Jaccard, James, 2017. "How Hispanic bilinguals' cultural stereotypes shape advertising persuasiveness," Journal of Business Research, Elsevier, vol. 75(C), pages 29-36.
    15. Braude-Zolotarev, M. (Брауде-Золотарев, М.) & Voloshkin, I (Волошкин, И.) & Serbina, E. (Сербина. Е.) & Negorodov, Vitaliy (Негородов, Виталий), 2015. "Modelling of Scenarios of Interdepartmental Informational cooperation in the Provision of Public Services [Моделирование Сценариев Межведомственного Информационного Взаимодействия При Предоставлени," Published Papers madd6, Russian Presidential Academy of National Economy and Public Administration.
    16. Dwight R. Merunka, 2013. "Reinterpreting cultural priming effects in cross-cultural consumer research," AMS Review, Springer;Academy of Marketing Science, vol. 3(4), pages 232-248, December.
    17. Sundar, Aparna & Dinsmore, John B. & Paik, Sung-Hee Wendy & Kardes, Frank R., 2017. "Metaphorical communication, self-presentation, and consumer inference in service encounters," Journal of Business Research, Elsevier, vol. 72(C), pages 136-146.
    18. Richard, Marie-Odile & Toffoli, Roy, 2009. "Language influence in responses to questionnaires by bilingual respondents: A test of the Whorfian hypothesis," Journal of Business Research, Elsevier, vol. 62(10), pages 987-994, October.

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