Impact of Foreign Language Labelling on Food Valuation and Choice

We demonstrate that adding an unknown foreign language to a known native language in a food-related stimulus (e.g., restaurant menu) significantly increases perceptions of authenticity and quality, resulting in higher choice. Thus, we show that a non-informative cue can create consumer value by instilling feelings of intangible experiences.


Akshina Banerjee and Oleg Urminsky (2021) ,"Impact of Foreign Language Labelling on Food Valuation and Choice", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 367-367.


Akshina Banerjee, University of Chicago Booth
Oleg Urminsky, University of Chicago


NA - Advances in Consumer Research Volume 49 | 2021

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