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Advertising to Bilingual Consumers: The Impact of Code-Switching on Persuasion

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  • David Luna
  • Laura A. Peracchio

Abstract

Building on a sociolinguistic framework, our research explores the impact of code-switching on the persuasiveness of marketing messages. Code-switching refers to mixing languages within a sentence, a common practice among bilingual consumers. We investigate how responses to different types of code-switched messages can provide insight into bilingual consumers' persuasion processes. A pilot study reveals a code-switching direction effect such that minority-language slogans switching to the majority language result in greater persuasion than majority-language slogans switching to the minority language. The effect is attributed to the salience of the code-switched word in the slogan. Study 1 explores this code-switching direction effect in more detail and shows that when associations toward the minority language are positive, the code-switching direction effect is reversed. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • David Luna & Laura A. Peracchio, 2005. "Advertising to Bilingual Consumers: The Impact of Code-Switching on Persuasion," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 31(4), pages 760-765, March.
    • Handle: RePEc:oup:jconrs:v:31:y:2005:i:4:p:760-765
    DOI: 10.1086/426609
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    Cited by:

    1. Huda Khan & Richard Lee, 2020. "A sociolinguistic perspective of the effects of packaging in bilingual markets," Journal of Brand Management, Palgrave Macmillan, vol. 27(2), pages 130-142, March.
    2. 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.
    3. Azab, Carol & Clark, Terry, 2017. "Speak my language or look like me? – Language and ethnicity in bilingual customer service recovery," Journal of Business Research, Elsevier, vol. 72(C), pages 57-68.
    4. Holmqvist, Jonas & Van Vaerenbergh, Yves & Lunardo, Renaud & Dahlén, Micael, 2019. "The Language Backfire Effect: How Frontline Employees Decrease Customer Satisfaction through Language Use," Journal of Retailing, Elsevier, vol. 95(2), pages 115-129.
    5. 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.
    6. Bell, Monique L. & Puzakova, Marina, 2017. "¿Y Usted? Social influence effects on consumers' service language preferences," Journal of Business Research, Elsevier, vol. 72(C), pages 168-177.
    7. 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.

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