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

Luna, David; Peracchio, Laura A.

doi:10.1086/426609

Cited by 139 publications

(105 citation statements)

References 15 publications

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“…Although academic research has recognized the importance of other various elements of the social and cultural environments in marketing, such as values (Han and Shavitt 1994), goals (Aaker and Lee 2001), or language (Luna and Peracchio 2005), individuals' superstitious beliefs and their impact on consumer judgments and decision making have received surprisingly little attention. This lack of investigation into superstitious beliefs is all the more surprising given their strong impact on the marketplace.…”

Section: Thomas Kramer Lauren Block*mentioning

confidence: 99%

Conscious and Nonconscious Components of Superstitious Beliefs in Judgment and Decision Making

2008

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Despite the large impact that superstitious beliefs have on the marketplace, we currently know very little about their implications for consumer judgment and decision making. We document the existence of the influence of superstitious beliefs on consumer behavior and specify their conscious and nonconscious underlying properties. In particular, we show that superstitious beliefs have a robust influence on product satisfaction and decision making under risk. However, these effects are only observed when superstitious beliefs are allowed to work nonconsciously. Using a process-dissociation task, we further demonstrate the distinct conscious versus nonconscious components of the effect of superstition on decision making under risk.$888 to Beijing. Lucky You.

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Section: Thomas Kramer Lauren Block*mentioning

confidence: 99%

Conscious and Nonconscious Components of Superstitious Beliefs in Judgment and Decision Making

2008

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“…L2 advertisements may cause individuals to spend more time processing the information as they need to process the ad contents as well as the brand and the foreign language (Luna & Peracchio, 2005). In fact, L2 use involves uncertainty about how the language works (Wallace, 1991).…”

Section: H1: Concerning Skepticismmentioning

confidence: 99%

Motivational Orientation and Brand Familiarity: Positive Emotions and Skepticism toward Online Advertising Using the English Language

2015

JLAS

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Online video advertising using the English language is a trend in international marketing. While previous studies have pointed out that individuals' motivational orientation in the context of advertising plays a key role in ad preference and effectiveness, few studies have been carried out to investigate the effect of online English advertising on international consumers with different motivational orientations in non-English speaking populations.Accordingly, this article examines the effects of motivational orientation and brand familiarity on positive emotions and skepticism in international consumers' responses to online video English advertising. The results imply that participants' positive emotions can be influenced more by their motivational orientation than by their familiarity with the brand, while their skepticism can be affected more by brand familiarity than by motivational orientation toward the ad. Moreover, participants high in English promotion orientation displayed higher positive emotions toward unfamiliar brand online advertising than did the English prevention-orientated participants toward a familiar brand ad. Prevention orientation exhibits a higher level of skepticism towards an unfamiliar brand online video advertisement. The effects are more explicit in motivational orientation in English than general motivational orientation. This research suggests that generating positive emotions and reducing the skepticism of non-English-speaking individuals is essential to build brand image in online marketing.Keywords: motivation orientation, emotions, skepticism, brand familiarity, on-line advertising IntroductionOnline video advertising using the English language is a trend in international marketing. The results of two studies show that positive emotion is influenced more by motivational orientation than by brand familiarity, while skepticism is affected more by brand familiarity than by motivational orientation in non-English-speaking consumers' responses to online video English advertising. Moreover, promotion orientation displayed higher positive emotions than did prevention orientation. Prevention orientation exhibits a higher level of skepticism than did promotion orientation. This research suggests that generating positive * Acknowledgement: This project was supported by the Ministry of Science and Technology, Taiwan, under grant number NSC 102-2628-S-011-001-MY4. The authors thank Dr. Chin-Chung Tsai, Dr. Carol Finnegan, Mr. Art Wang, and Dr. Li-chu Sung for their insightful comments during this research process.Mei-Rong Alice Chen, lecturer, Language Center,National emotions and reducing skepticism of non-English-speaking consumers are essential to build brand image in online marketing. In the Internet environment, online video advertising is an incredibly influential and trendy tool for business promotion. Since English is widely accepted and used around the world, most people watch online video English advertising regardless of whether it is for familiar or unfamiliar brands. For a fam...

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“…In Luna & Peracchio (2005) werd aan proefpersonen gevraagd bepaalde gedachten over Amerikaanse slagzinnen met één woord Spaans (of omgekeerd) op te schrijven. Hierbij werd echter niet expliciet gevraagd naar de associaties van de vreemde taal.…”

Section: Redenen Voor Het Gebruik Van Vreemde Talen In Reclameunclassified

“…Het lijkt echter onwaarschijnlijk dat er alleen maar positieve associaties worden opgeroepen. In Luna & Peracchio (2005) De keuze voor slechts één product betekent dat de resultaten van dit onderzoek moeilijk te veralgemeniseren zijn naar andere producten. Een onderzoeksontwerp met meerdere producten per proefpersoon heeft echter ook nadelen.…”

Section: Redenen Voor Het Gebruik Van Vreemde Talen In Reclameunclassified

Welke Associaties Roepen Vreemde Talen in Reclame op?

Hornikx¹,

Meurs

Starren

2005

TTwiA

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In multilingual advertising, a foreign language is often used for symbolic purposes. Symbolic associations carried by the foreign language are assumed to transfer to the product advertised. Although a number of suggestions have been made as to the associations generated by foreign language use, it has never been tested what associations are actually evoked in the minds of the consumers, and whether these association are only positive. In an experimental study, 78 Dutch respondents were asked to write down their associations with advertisements for one product which were identical except for the foreign language in which they were written (French, German, or Spanish). Some associations were shared by the three languages, but there were also large differences in the kinds of associations. Half of the associations with French and Spanish were positive. With German, only a third of the associations were positive and a relatively high number of negative associations were found.

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

Cited by 139 publications

References 15 publications

Conscious and Nonconscious Components of Superstitious Beliefs in Judgment and Decision Making

Conscious and Nonconscious Components of Superstitious Beliefs in Judgment and Decision Making

Motivational Orientation and Brand Familiarity: Positive Emotions and Skepticism toward Online Advertising Using the English Language

Welke Associaties Roepen Vreemde Talen in Reclame op?

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