“Emotional” Versus “Emotioneel”: Advertising Language and Emotional Appraisal

41 Pages Posted: 16 Jan 2007

See all articles by S. Puntoni

S. Puntoni

Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM)

Date Written: December 20, 2006

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.

Keywords: Advertising, Bilinguals, Psycholinguistic research

Suggested Citation

Puntoni, Stefano, “Emotional” Versus “Emotioneel”: Advertising Language and Emotional Appraisal (December 20, 2006). ERIM Report Series Reference No. ERS-2006-066-MKT; Journal of Consumer Research, Vol. 35, pp. 1012-25, April 2009. Available at SSRN: https://ssrn.com/abstract=957411

Stefano Puntoni (Contact Author)

Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM) ( email )

P.O. Box 1738
Room T08-21
3000 DR Rotterdam, 3000 DR
Netherlands

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