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Advertising to Bilingual Consumers: The Impact of Code-Switching on Persuasion

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  • David Luna
  • Laura A. Peracchio

Abstract

Building on a sociolinguistic framework, our research explores the impact of code-switching on the persuasiveness of marketing messages. Code-switching refers to mixing languages within a sentence, a common practice among bilingual consumers. We investigate how responses to different types of code-switched messages can provide insight into bilingual consumers' persuasion processes. A pilot study reveals a code-switching direction effect such that minority-language slogans switching to the majority language result in greater persuasion than majority-language slogans switching to the minority language. The effect is attributed to the salience of the code-switched word in the slogan. Study 1 explores this code-switching direction effect in more detail and shows that when associations toward the minority language are positive, the code-switching direction effect is reversed. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • David Luna & Laura A. Peracchio, 2005. "Advertising to Bilingual Consumers: The Impact of Code-Switching on Persuasion," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 31(4), pages 760-765, March.
    • Handle: RePEc:oup:jconrs:v:31:y:2005:i:4:p:760-765
    DOI: 10.1086/426609
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    Citations

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    Cited by:

    1. Huda Khan & Richard Lee, 2020. "A sociolinguistic perspective of the effects of packaging in bilingual markets," Journal of Brand Management, Palgrave Macmillan, vol. 27(2), pages 130-142, March.
    2. Kubat, Umut & Swaminathan, Vanitha, 2015. "Crossing the cultural divide through bilingual advertising: The moderating role of brand cultural symbolism," International Journal of Research in Marketing, Elsevier, vol. 32(4), pages 354-362.
    3. Azab, Carol & Clark, Terry, 2017. "Speak my language or look like me? – Language and ethnicity in bilingual customer service recovery," Journal of Business Research, Elsevier, vol. 72(C), pages 57-68.
    4. Holmqvist, Jonas & Van Vaerenbergh, Yves & Lunardo, Renaud & Dahlén, Micael, 2019. "The Language Backfire Effect: How Frontline Employees Decrease Customer Satisfaction through Language Use," Journal of Retailing, Elsevier, vol. 95(2), pages 115-129.
    5. Alvarez, Cecilia M.O. & Miniard, Paul W. & Jaccard, James, 2017. "How Hispanic bilinguals' cultural stereotypes shape advertising persuasiveness," Journal of Business Research, Elsevier, vol. 75(C), pages 29-36.
    6. Ahmad Harith Syah Md Yusuf & Norazira Mohd Abas, 2024. "Exploring the Impact of Language in Advertising on Consumers’ Purchase Intentions: A Thematic Literature Analysis," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(9), pages 3560-3572, September.
    7. 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.
    8. Bell, Monique L. & Puzakova, Marina, 2017. "¿Y Usted? Social influence effects on consumers' service language preferences," Journal of Business Research, Elsevier, vol. 72(C), pages 168-177.
    9. Dwight R. Merunka, 2013. "Reinterpreting cultural priming effects in cross-cultural consumer research," AMS Review, Springer;Academy of Marketing Science, vol. 3(4), pages 232-248, December.
    10. OSO Mary Temiloluwa & Prof. Emmanuel Taiwo Babalola, 2024. "Patterns of Code-Alternation in Nigerian Advertisement Jingles on Radio and Youtube," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(3s), pages 6201-6217, December.

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