In our globalized world, consumers are exposed to marketing messages in many languages. But a new study in the Journal of Consumer Research says messages expressed in people's native languages are most effective at triggering emotional reactions.
Authors Stefano Puntoni, Bart de Langhe, and Stijn van Osselaer (Erasmus University, the Netherlands) studied bilingual and trilingual populations in Europe. They tested different slogans with participants and found differences in how the messages were perceived. "Our findings show that, in general, messages expressed in consumers' native languages tend to be perceived as more emotional than messages expressed in their second language," the researchers write.
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