Bilingualism and the Emotional Intensity of Advertising Language
This paper contributes to current understanding of language effects in advertising by uncovering a previously ignored mechanism shaping consumer response to an increasingly globalized marketplace. We propose a language-specific episodic trace theory of language emotionality to explain how language influences the perceived emotionality of marketing communications. Due to the language specificity of episodic memory and the difference between L1 and L2 in frequency of use, we predict that bilingual consumers tend to experience more intense emotions for marketing messages (e.g. slogans) presented in L1 than in L2. A series of experiments provides support for the theory.
Stefano Puntoni, Bart De Langhe, and Stijn van Osselaer (2009) ,"Bilingualism and the Emotional Intensity of Advertising Language", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 701-702.
Stefano Puntoni, Erasmus University, The Netherlands
Bart De Langhe, Erasmus University, The Netherlands
Stijn van Osselaer, Erasmus University, The Netherlands
NA - Advances in Consumer Research Volume 36 | 2009
Corporate Social Responsibility and Dishonest Consumer Behavior
In-Hye Kang, University of Maryland, USA
Amna Kirmani, University of Maryland, USA
Decisional Conflict Predicts Myopia
Paul Edgar Stillman, Ohio State University, USA
Melissa Ferguson, Cornell University, USA
The Re-Mediation of Consumer/Brand Relationships Through Voice Shopping: The Case of Amazon Echo
Johanna Franziska Gollnhofer, University of Southern Denmark, Denmark