ERIM Research Clinic: Bilingualism and Emotional Intensity: Implications for Advertising and Marketing Research
Because of globalization, understanding the consequences of bilingualism for marketing is an increasingly important endeavor. In this stream of research we explore how language (native vs. second) influences the perceived emotional intensity of textual information. The basic idea is that individuals tend to find information presented in their native language as more emotional than information presented in their second language. In one paper, we document the effect, theorize on its origin, and explore the implications for advertising copywriting and branding. In a follow-up paper, we extend the theory to the context of marketing research.
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