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Bilingualism and the Emotional Intensity of Advertising Language

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  • Stefano Puntoni
  • Bart de Langhe
  • Stijn M. J. van Osselaer
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    Abstract

    This research contributes to the current understanding of language effects in advertising by uncovering a previously ignored mechanism shaping consumer response 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. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..

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    File URL: http://www.journals.uchicago.edu/doi/pdf/10.1086/595022
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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 35 (2009)
    Issue (Month): 6 (04)
    Pages: 1012-1025

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    Handle: RePEc:ucp:jconrs:v:35:y:2009:i:6:p:1012-1025

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    Web page: http://www.journals.uchicago.edu/JCR/

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    1. People Are More Rational When Speaking in a Foreign Language
      by Rachel Nuwer in Smart News on 2012-07-10 20:21:44

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