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Bilingualism and the Emotional Intensity of Advertising Language

Author

Listed:
  • Stefano Puntoni
  • Bart de Langhe
  • Stijn M. J. van Osselaer

Abstract

This research contributes to the 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. Five experiments with bilingual consumers show (1) that textual information (e.g., marketing slogans) expressed in consumers' native language tends to be perceived as more emotional than messages expressed in their second language, (2) that this effect is not uniquely due to the activation of stereotypes associated to specific languages or to a lack of comprehension, and (3) that the effect depends on the frequency with which words have been experienced in native- versus second-language contexts. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Stefano Puntoni & Bart de Langhe & Stijn M. J. van Osselaer, 2009. "Bilingualism and the Emotional Intensity of Advertising Language," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(6), pages 1012-1025, April.
    • Handle: RePEc:oup:jconrs:v:35:y:2009:i:6:p:1012-1025
    DOI: 10.1086/595022
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    Cited by:

    1. Zhang, Chun & Laroche, Michel & Richard, Marie-Odile, 2017. "The differential roles of verbs, nouns, and adjectives in English and Chinese messages among bilingual consumers," Journal of Business Research, Elsevier, vol. 72(C), pages 127-135.
    2. Alcántara-Pilar, Juan Miguel & Del Barrio-García, Salvador & Rodríguez-López, Mª Eugenia, 2018. "Does language matter? A cross-national comparison of the moderating effect of language on website information-processing," Journal of Business Research, Elsevier, vol. 88(C), pages 66-78.
    3. Helene Tenzer & Siri Terjesen & Anne-Wil Harzing, 2017. "Language in International Business: A Review and Agenda for Future Research," Management International Review, Springer, vol. 57(6), pages 815-854, December.
    4. Carnevale, Marina & Luna, David & Lerman, Dawn, 2017. "Brand linguistics: A theory-driven framework for the study of language in branding," International Journal of Research in Marketing, Elsevier, vol. 34(2), pages 572-591.
    5. Muravyev, Alexander & Talavera, Oleksandr, 2016. "Can state language policies distort students’ demand for education?," Journal of Comparative Economics, Elsevier, vol. 44(2), pages 383-399.
    6. 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.
    7. Van Vaerenbergh, Yves & Holmqvist, Jonas, 2014. "Examining the relationship between language divergence and word-of-mouth intentions," Journal of Business Research, Elsevier, vol. 67(8), pages 1601-1608.
    8. Yana R. Avramova & Patrick De Pelsmacker & Nathalie Dens, 2018. "How reading in a foreign versus native language moderates the impact of repetition-induced brand placement prominence on placement responses," Journal of Brand Management, Palgrave Macmillan, vol. 25(6), pages 500-518, November.
    9. Wu, Ruijuan & Chen, Jiuqi & Lu Wang, Cheng & Zhou, Liying, 2022. "The influence of emoji meaning multipleness on perceived online review helpfulness: The mediating role of processing fluency," Journal of Business Research, Elsevier, vol. 141(C), pages 299-307.
    10. Alexander Muravyev & Oleksandr Talavera, 2010. "Can State Language Policies Distort Students' Demand for Higher Education?," University of East Anglia Applied and Financial Economics Working Paper Series 023, School of Economics, University of East Anglia, Norwich, UK..
    11. Li, Qian & Huang, Zhuowei (Joy) & Christianson, Kiel, 2016. "Visual attention toward tourism photographs with text: An eye-tracking study," Tourism Management, Elsevier, vol. 54(C), pages 243-258.
    12. Puntoni, S., 2015. "Embracing Diversity," ERIM Inaugural Address Series Research in Management EIA-2015-061-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam..
    13. Ting Liu, 2018. "The Review of Language Studies in International Business: Suggestions and Future Directions for Japan," Discussion Papers in Economics and Business 18-30, Osaka University, Graduate School of Economics.
    14. 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.
    15. Reed, Americus & Forehand, Mark R. & Puntoni, Stefano & Warlop, Luk, 2012. "Identity-based consumer behavior," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 310-321.
    16. Constantinos Hadjichristidis & Janet Geipel & Luca Surian, 2017. "How foreign language affects decisions: Rethinking the brain-drain model," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 48(5), pages 645-651, July.
    17. Kraak, Johannes Marcelus & Holmqvist, Jonas, 2017. "The authentic service employee: Service employees' language use for authentic service experiences," Journal of Business Research, Elsevier, vol. 72(C), pages 199-209.
    18. 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.
    19. Sundar, Aparna & Dinsmore, John B. & Paik, Sung-Hee Wendy & Kardes, Frank R., 2017. "Metaphorical communication, self-presentation, and consumer inference in service encounters," Journal of Business Research, Elsevier, vol. 72(C), pages 136-146.
    20. Eneko Antón & Natalia B. Soleto & Jon Andoni Duñabeitia, 2020. "Recycling in Babel: The Impact of Foreign Languages in Rule Learning," IJERPH, MDPI, vol. 17(11), pages 1-10, May.
    21. Yao Song & Yan Luximon, 2019. "Design for Sustainability: The Effect of Lettering Case on Environmental Concern from a Green Advertising Perspective," Sustainability, MDPI, vol. 11(5), pages 1-15, March.

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