Featured Research

from universities, journals, and other organizations

The Language Of Emotion: Ad Slogans In Native Tongues Connect To Consumers' Emotions

Date:
December 22, 2008
Source:
University of Chicago Press Journals
Summary:
In our globalized world, consumers are exposed to marketing messages in many languages. But a new study says messages expressed in people's native languages are most effective at triggering emotional reactions.

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.

The authors believe this effect is not due to differences in languages or participants' difficulty in understanding ad copy written in foreign languages. "We find that the emotional advantage of consumers' native language depends on personal memories and the language context in which those memories were generated. Thus reading or hearing a word (unconsciously) triggers memories of situations in which that word played a role…Because consumers usually have more personal memories with words in their native language than in their second language, marketing messages in their native language tend to be perceived as more emotional."

In the course of their study, the researchers found that the effect is more pronounced in women than in men. They believe that women have a stronger memory for emotional events than men.

"We found that, regardless of whether their native language was French or Dutch, native language slogans were perceived as more emotional than second language slogans," write the authors. "All else being equal, it is generally preferable to communicate with consumers using their own native language, as doing so should result in more emotional messages."


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Stefano Puntoni, Bart de Langhe, and Stijn M.J. van Osselaer. Bilingualism and the Emotional Intensity of Advertising Language. Journal of Consumer Research, April 2009 DOI: 10.1086/595022

Cite This Page:

University of Chicago Press Journals. "The Language Of Emotion: Ad Slogans In Native Tongues Connect To Consumers' Emotions." ScienceDaily. ScienceDaily, 22 December 2008. <www.sciencedaily.com/releases/2008/12/081215111433.htm>.
University of Chicago Press Journals. (2008, December 22). The Language Of Emotion: Ad Slogans In Native Tongues Connect To Consumers' Emotions. ScienceDaily. Retrieved September 2, 2014 from www.sciencedaily.com/releases/2008/12/081215111433.htm
University of Chicago Press Journals. "The Language Of Emotion: Ad Slogans In Native Tongues Connect To Consumers' Emotions." ScienceDaily. www.sciencedaily.com/releases/2008/12/081215111433.htm (accessed September 2, 2014).

Share This




More Mind & Brain News

Tuesday, September 2, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Can You Train Your Brain To Eat Healthy?

Can You Train Your Brain To Eat Healthy?

Newsy (Sep. 1, 2014) New research says if you condition yourself to eat healthy foods, eventually you'll crave them instead of junk food. Video provided by Newsy
Powered by NewsLook.com
Coffee Then Napping: The (New) Key To Alertness

Coffee Then Napping: The (New) Key To Alertness

Newsy (Aug. 30, 2014) Researchers say having a cup of coffee then taking a nap is more effective than a nap or coffee alone. Video provided by Newsy
Powered by NewsLook.com
Young Entrepreneurs Get $100,000, If They Quit School

Young Entrepreneurs Get $100,000, If They Quit School

AFP (Aug. 29, 2014) Twenty college-age students are getting 100,000 dollars from a Silicon Valley leader and a chance to live in San Francisco in order to work on the start-up project of their dreams, but they have to quit school first. Duration: 02:20 Video provided by AFP
Powered by NewsLook.com
Baby Babbling Might Lead To Faster Language Development

Baby Babbling Might Lead To Faster Language Development

Newsy (Aug. 29, 2014) A new study suggests babies develop language skills more quickly if their parents imitate the babies' sounds and expressions and talk to them often. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins