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

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.



Citation:

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.

Authors

jaime noriega, University of Houston



Volume

NA - Advances in Consumer Research Volume 33 | 2006



Share Proceeding

Featured papers

See More

Featured

Promoting Pi Day: Consumer Inferences about Special Day-Themed Promotions

Daniel M. Zane, University of Miami, USA
Kelly Haws, Vanderbilt University, USA
Rebecca Walker Reczek, Ohio State University, USA

Read More

Featured

The Effects of Being Time Poor and Time Rich on Happiness

Marissa Sharif, University of Pennsylvania, USA
Cassie Mogilner, University of California Los Angeles, USA
Hal Hershfield, University of California Los Angeles, USA

Read More

Featured

How Do Platform-Based Networks Shape Systemic Value Creation Through Experiences?

Bernardo Figueiredo, RMIT University
daiane scaraboto, Pontificia Universidad Católica de Chile

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.