“Emotional†versus “Emotioneelâ€: Advertising Language and Emotional Appraisal

Abstract

The article contributes to current understanding of language effects in advertising by uncovering a previously ignored mechanism shaping consumer response to an increasingly globalized marketplace. Extending recent psycholinguistic research on the emotions of bilinguals, a series of experiments shows that bilingual consumers report greater perceived emotional intensity for stimuli (e.g. ads) presented in their native language than in their second language.Advertising;Bilinguals;Psycholinguistic research