Bilingual Processing of Advertising Information: a Psycholinguistic Approach - the Link Between Attributes Remembered and Attributes Preferred

jaime noriega, University of Houston

For many years, advertisers have been translating their selling messages into ethnic populations’ dominant languages. However, not much theory-based consumer research; at least not from an information processing perspective, has been conducted to validate this strategy.

 

Comparing the correspondence between attributes recalled and attributes preferred (as revealed by conjoint analysis), we propose that bilinguals reading a second language advertisement will recall more of the attributes they prefer in the advertised product class, than monolinguals reading an ad in their only language. This effect is believed to occur as a result of cross language generation effects, and selective processing.
[ to cite ]:
jaime noriega (2006) ,"Bilingual Processing of Advertising Information: a Psycholinguistic Approach - the Link Between Attributes Remembered and Attributes Preferred", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 309-310.