IDEAS home Printed from https://ideas.repec.org/p/ems/eureri/8290.html
   My bibliography  Save this paper

“Emotional” versus “Emotioneel”: Advertising Language and Emotional Appraisal

Author

Listed:
  • Puntoni, S.

Abstract

The article contributes to current understanding of language effects in advertising by uncovering a previously ignored mechanism shaping consumer response to an increasingly globalized marketplace. Extending recent psycholinguistic research on the emotions of bilinguals, a series of experiments shows that bilingual consumers report greater perceived emotional intensity for stimuli (e.g. ads) presented in their native language than in their second language.

Suggested Citation

  • Puntoni, S., 2006. "“Emotional” versus “Emotioneel”: Advertising Language and Emotional Appraisal," ERIM Report Series Research in Management ERS-2006-066-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.
    • Handle: RePEc:ems:eureri:8290
    as

    Download full text from publisher

    File URL: https://repub.eur.nl/pub/8290/ERS-2006-066-MKT.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Koslow, Scott & Shamdasani, Prem N & Touchstone, Ellen E, 1994. "Exploring Language Effects in Ethnic Advertising: A Sociolinguistic Perspective," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(4), pages 575-585, March.
    2. Luna, David & Peracchio, Laura A, 2001. "Moderators of Language Effects in Advertising to Bilinguals: A Psycholinguistic Approach," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(2), pages 284-295, September.
    3. Gita Venkataramani Johar & Durairaj Maheswaran & Laura A. Peracchio, 2006. "MAPping the Frontiers: Theoretical Advances in Consumer Research on Memory, Affect, and Persuasion," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(1), pages 139-149, June.
    4. Greenwald, Anthony G & Leavitt, Clark, 1984. "Audience Involvement in Advertising: Four Levels," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 11(1), pages 581-592, June.
    5. Shiv, Baba & Fedorikhin, Alexander, 1999. "Heart and Mind in Conflict: The Interplay of Affect and Cognition in Consumer Decision Making," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 26(3), pages 278-292, December.
    6. Richins, Marsha L, 1997. "Measuring Emotions in the Consumption Experience," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(2), pages 127-146, September.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Tibert Verhagen & Daniel Bloemers, 2018. "Exploring the cognitive and affective bases of online purchase intentions: a hierarchical test across product types," Electronic Commerce Research, Springer, vol. 18(3), pages 537-561, September.
    2. Grimm, Pamela E., 2005. "Ab components' impact on brand preference," Journal of Business Research, Elsevier, vol. 58(4), pages 508-517, April.
    3. Jos Hornikx & Frank Meurs & Helene Tenzer, 2024. "Foreign languages in advertising: Theoretical implications for language-related IB research," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 55(2), pages 270-279, March.
    4. Ingrid Moons & Patrick De Pelsmacker, 2015. "An Extended Decomposed Theory of Planned Behaviour to Predict the Usage Intention of the Electric Car: A Multi-Group Comparison," Sustainability, MDPI, vol. 7(5), pages 1-34, May.
    5. Malhotra, Naresh K., 2005. "Attitude and affect: new frontiers of research in the 21st century," Journal of Business Research, Elsevier, vol. 58(4), pages 477-482, April.
    6. Coelho Do Vale, R.M.R.D., 2007. "Consumption breakdowns : On avoiding and embracing temptations," Other publications TiSEM 245c52fa-24eb-45e6-9c19-2, Tilburg University, School of Economics and Management.
    7. Glassman, Myron & Glassman, Aaron, 2017. "Is dual language marketing socially responsible?," Business Horizons, Elsevier, vol. 60(4), pages 565-572.
    8. Kum, Doreen & Lee, Yih Hwai & Qiu, Cheng, 2011. "Testing to prevent bad translation: Brand name conversions in Chinese-English contexts," Journal of Business Research, Elsevier, vol. 64(6), pages 594-600, June.
    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. Isabella, Giuliana & Mazzon, José Afonso & Dimoka, Angelika, 2017. "Impacts of product type and representation type on the perception of justice and price fairness," Journal of Business Research, Elsevier, vol. 81(C), pages 203-211.
    11. 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.
    12. Pillai, Kishore Gopalakrishna & Katsikeas, Constantine S. & Presi, Caterina, 2012. "Print advertising: Type size effects," Journal of Business Research, Elsevier, vol. 65(6), pages 865-868.
    13. Shun-Yang Lee & Julian Runge & Daniel Yoo & Yakov Bart & Anett Gyurak & J. W. Schneider, 2023. "COVID-19 Demand Shocks Revisited: Did Advertising Technology Help Mitigate Adverse Consequences for Small and Midsize Businesses?," Papers 2307.09035, arXiv.org, revised Jan 2024.
    14. Chao-Ming Yang, 2020. "Influences of Product Involvement and Symbolic Consumption Cues in Advertisements on Consumer Attitudes," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 11(2), pages 1-15, March.
    15. Claudia Townsend & Darren DahlEditor & Page MoreauAssociate Editor, 2017. "The Price of Beauty: Differential Effects of Design Elements with and without Cost Implications in Nonprofit Donor Solicitations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(4), pages 794-815.
    16. Allais, Olivier & Etilé, Fabrice & Lecocq, Sébastien, 2015. "Mandatory labels, taxes and market forces: An empirical evaluation of fat policies," Journal of Health Economics, Elsevier, vol. 43(C), pages 27-44.
    17. Garaus, Marion & Wagner, Udo, 2016. "Retail shopper confusion: Conceptualization, scale development, and consequences," Journal of Business Research, Elsevier, vol. 69(9), pages 3459-3467.
    18. O'Cass, A., 2000. "An assessment of consumers product, purchase decision, advertising and consumption involvement in fashion clothing," Journal of Economic Psychology, Elsevier, vol. 21(5), pages 545-576, October.
    19. Bryan, Gharad & Karlan, Dean & Nelson, Scott, 2009. "Commitment Contracts," Working Papers 73, Yale University, Department of Economics.
    20. Aydinli, Aylin & Lamey, Lien & Millet, Kobe & ter Braak, Anne & Vuegen, Maya, 2021. "How Do Customers Alter Their Basket Composition When They Perceive the Retail Store to Be Crowded? An Empirical Study," Journal of Retailing, Elsevier, vol. 97(2), pages 207-216.

    More about this item

    Keywords

    Advertising; Bilinguals; Psycholinguistic research;
    All these keywords.

    JEL classification:

    • C44 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods: Special Topics - - - Operations Research; Statistical Decision Theory
    • M - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    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:ems:eureri:8290. 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.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with 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: RePub (email available below). General contact details of provider: https://edirc.repec.org/data/erimanl.html .

    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.