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Linguistic False Friends and Expected Food Markets: What can Make Consumers Not Choose Your Product?

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  • Fauquet-Alekhine, Philippe
  • Fauquet-Alekhine-Pavlovskaia, Elena
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    Abstract

    Many researches have been done concerning the study of parameters which make people choose or not such product on the market. Concerning food industry, scientists have been involved in the analysis of technical parameters (nutrition, health characteristics) and their perception by the consumer, and in the analysis of psycho-sociological parameters linked with the perception of the product, or emotion associated with food or its environment. Other parameters investigated are suspicion of novelties, adherence to technology or to natural food, enjoyment, necessity. But what about the effect of words from the socio-psycholinguistic standpoint? It seems to be poorly investigated. Some claims: “It doesn’t matter how important the brand name is to the company, it’s what it means to the public that counts”. Concerning the foreign migration of brands (the use of a brand from one country to another), some psychological functions associated with language are weakened in the communication process. If an undesirable link is built between the concept of the brand and another one in the target foreign market, this can come from some communication channels detailed in this study. The weakened psychological functions can be some of the causes, and the undesirable link built through the communication channels is the consequence. It is shown why unexpected links between the brand (or the product name) and an undesirable concept must be looked for in six dimensions (academic, common, popular, rude language, slang, and “no meaning” language), and how an adapted advertisement campaign can enforced the psychological functions associated with language.

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    Bibliographic Info

    Paper provided by European Association of Agricultural Economists in its series 2011 International Congress, August 30-September 2, 2011, Zurich, Switzerland with number 114361.

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    Date of creation: 2011
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    Handle: RePEc:ags:eaae11:114361

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    Keywords: agronomy; product; market; marketing; food industry perception; psycholinguistic linguistic communication; language; foreign migration; brands; homonym; paronym; neograph; Consumer/Household Economics;

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