Bilingualism and the Emotional Intensity of Advertising Language

  title={Bilingualism and the Emotional Intensity of Advertising Language},
  author={Stefano Puntoni and Bart de Langhe and STIJN M. J. VAN OSSELAER},
3 This research contributes to current understanding of language effects in advertising by uncovering a previously ignored mechanism shaping consumer response to an increasingly globalized marketplace. We propose a language-specific episodic trace theory of language emotionality to explain how language influences the perceived emotionality of marketing communications. Five experiments with bilingual consumers show (1) that textual information (e.g., marketing slogans) expressed in consumers… CONTINUE READING


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