IDEAS home Printed from https://ideas.repec.org/a/bpj/revmkt/v22y2024i1p219-252n1007.html
   My bibliography  Save this article

“Gusto” or “Taste”? Anglicisms Change Perceived Product Risk and Product Appeal in Italian Print Advertising

Author

Listed:
  • Hu Zhimin

    (Department of Developmental Psychology and Socialisation, 9308 University of Padua , Via Venezia 8, 35131, Padova, Italy)

  • James Mark X.

    (Turner College of Business, Columbus State University, Columbus, GA, USA)

  • Testa Giorgio

    (Department of Linguistic and Literary Studies, University of Padua, Padova, Italy)

  • Navarrete Eduardo

    (Department of Developmental Psychology and Socialisation, University of Padua, Padova, Italy)

Abstract

This research investigates the influence of anglicisms on the Product Appeal in Italian print advertising. Despite the pervasive use of anglicisms in the Italian advertising industry, little is known about their impact on the precursors to Product Appeal. Two original studies were conducted involving potato chips (convenience product) and stereo speakers (shopping product). The results showed no effect of anglicisms on the relationships between Perceived Product Differentiation, Perceived Price Fairness, Perceived Product Globalness, or Perceived Product Modernity and Product Appeal. However, Anglicisms consistently altered the relationship between Perceived Product Risk and Product Appeal. Specifically, while anglicisms decreased Perceived Product Risk for potato chips, they increased Perceived Product Risk for stereo speakers, suggesting the impact of anglicisms on Perceived Product Risk can operate in an independent mechanism and be product-dependent. This research provides a novel insight on how anglicisms can affect consumer psychology and adds a more nuanced understanding to previous literature regarding language choice in advertising.

Suggested Citation

  • Hu Zhimin & James Mark X. & Testa Giorgio & Navarrete Eduardo, 2024. "“Gusto” or “Taste”? Anglicisms Change Perceived Product Risk and Product Appeal in Italian Print Advertising," Review of Marketing Science, De Gruyter, vol. 22(1), pages 219-252.
    • Handle: RePEc:bpj:revmkt:v:22:y:2024:i:1:p:219-252:n:1007
    DOI: 10.1515/roms-2023-0129
    as

    Download full text from publisher

    File URL: https://doi.org/10.1515/roms-2023-0129
    Download Restriction: For access to full text, subscription to the journal or payment for the individual article is required.
    File URL: https://libkey.io/10.1515/roms-2023-0129?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bpj:revmkt:v:22:y:2024:i:1:p:219-252:n:1007. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Peter Golla (email available below). General contact details of provider: https://www.degruyter.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.