The Language Backfire Effect: When Language Switch Threatens Consumer’S Identity and Affects Satisfaction Toward the Service

Jonas Holmqvist, Kedge Business School, France
Yves Van Vaerenbergh, Katholieke University Leuven, Belgium
Micael Dahlén, Stockholm School of Economics, Sweden
Renaud Lunardo, Kedge Business School, France
This paper shows that serving consumers in their second (versus first) language leads to higher satisfaction. Further, results show that this effect does not hold when consumers are in the company of others, a context where being served in their second language is perceived as an identity threat.
[ to cite ]:
Jonas Holmqvist, Yves Van Vaerenbergh, Micael Dahlén, and Renaud Lunardo (2016) ,"The Language Backfire Effect: When Language Switch Threatens Consumer’S Identity and Affects Satisfaction Toward the Service", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 485-485.