Foreign language as a novel stimulus in influencing consumer attitudes.

The effective use of novelty to elicit changes in consumer attitudes has not been studied widely by academics. In this paper, we seek to investigate this relationship with the use of foreign language on product packaging as the novel stimulus. A non-established brand and an unfamiliar foreign language (Greek) were chosen as the basis of research with respondents comprising of Singapore undergraduates. The affect and purchase intention components of attitude were measured and results revealed that foreign language did not lead to a change in consumer attitude. A focus group was conducted to discover factors that would lead to consumers attitude change towards products with product packaging in a foreign language. This paper provides insight to manufacturers on the benefits of importing their non-translated products directly into Singapore market.BUSINES