Evaluations of Bilingual Product Descriptions on Boxes

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.


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.


Mahesh Gopinath, Old Dominion University, Norfolk
Myron Glassman, Old Dominion University, Norfolk


NA - Advances in Consumer Research Volume 35 | 2008

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