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“Emotional” versus “Emotioneel”: Advertising Language and Emotional Appraisal

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  • Puntoni, S.

Abstract

The article contributes to current understanding of language effects in advertising by uncovering a previously ignored mechanism shaping consumer response to an increasingly globalized marketplace. Extending recent psycholinguistic research on the emotions of bilinguals, a series of experiments shows that bilingual consumers report greater perceived emotional intensity for stimuli (e.g. ads) presented in their native language than in their second language.

Suggested Citation

  • 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.
    • Handle: RePEc:ems:eureri:8290
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    File URL: https://repub.eur.nl/pub/8290/ERS-2006-066-MKT.pdf
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    References listed on IDEAS

    as
    1. Gita Venkataramani Johar & Durairaj Maheswaran & Laura A. Peracchio, 2006. "MAPping the Frontiers: Theoretical Advances in Consumer Research on Memory, Affect, and Persuasion," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(1), pages 139-149, June.
    2. Koslow, Scott & Shamdasani, Prem N & Touchstone, Ellen E, 1994. "Exploring Language Effects in Ethnic Advertising: A Sociolinguistic Perspective," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(4), pages 575-585, March.
    3. Richins, Marsha L, 1997. "Measuring Emotions in the Consumption Experience," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(2), pages 127-146, September.
    4. Greenwald, Anthony G & Leavitt, Clark, 1984. "Audience Involvement in Advertising: Four Levels," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 11(1), pages 581-592, June.
    5. Shiv, Baba & Fedorikhin, Alexander, 1999. "Heart and Mind in Conflict: The Interplay of Affect and Cognition in Consumer Decision Making," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 26(3), pages 278-292, December.
    6. 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.
    Full references (including those not matched with items on IDEAS)

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    Keywords

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    JEL classification:

    • C44 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods: Special Topics - - - Operations Research; Statistical Decision Theory
    • M - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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