Evaluations of Bilingual Product Descriptions on Boxes

Mahesh Gopinath, Old Dominion University, Norfolk
Myron Glassman, Old Dominion University, Norfolk
This study investigates the influence of bilingual product packaging descriptions on product evaluation. In an experimental study, the evaluation of a product with English-only package is compared to the evaluation of the same product in a bilingual package. The evaluation of the product in bilingual package was significantly lower. Ethnocentrism and prejudice are investigated as possible explanations for differential evaluations of products with English-only versus bilingual product descriptions. The effect of method of information processing is manipulated. Both ethnocentrism and prejudice affect evaluations of a product in bilingual package in peripheral processing but not in a central processing condition.
[ to cite ]:
Mahesh Gopinath and Myron Glassman (2008) ,"Evaluations of Bilingual Product Descriptions on Boxes", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 673-674.