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.

Related Articles


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 March 29, 2015 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 March 29, 2015).

Share This


More From ScienceDaily



More Mind & Brain News

Sunday, March 29, 2015

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

AAA: Distracted Driving a Serious Teen Problem

AAA: Distracted Driving a Serious Teen Problem

AP (Mar. 25, 2015) While distracted driving is not a new problem for teens, new research from the AAA Foundation for Traffic Safety says it&apos;s much more serious than previously thought. (March 25) Video provided by AP
Powered by NewsLook.com
Smartphone Use Changing Our Brain and Thumb Interaction, Say Researchers

Smartphone Use Changing Our Brain and Thumb Interaction, Say Researchers

Reuters - Innovations Video Online (Mar. 25, 2015) European researchers say our smartphone use offers scientists an ideal testing ground for human brain plasticity. Dr Ako Ghosh&apos;s team discovered that the brains and thumbs of smartphone users interact differently from those who use old-fashioned handsets. Jim Drury went to meet him. Video provided by Reuters
Powered by NewsLook.com
Many Don't Know They Have Alzheimer's, But Their Doctors Do

Many Don't Know They Have Alzheimer's, But Their Doctors Do

Newsy (Mar. 24, 2015) According to a new study by the Alzheimer&apos;s Association, more than half of those who have the degenerative brain disease aren&apos;t told by their doctors. Video provided by Newsy
Powered by NewsLook.com
A Quick 45-Minute Nap Can Improve Your Memory

A Quick 45-Minute Nap Can Improve Your Memory

Newsy (Mar. 23, 2015) Researchers found those who napped for 45 minutes to an hour before being tested on information recalled it five times better than those who didn&apos;t. 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:

Strange & Offbeat Stories


Health & Medicine

Mind & Brain

Living & Well

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