In commercial messages, such as advertisements, foreign languages are sometimes displayed. Regardless of whether readers understand the foreign language utterance, researchers have claimed that such foreign language display evokes curiosity to read the ad, and improves ad and product evaluation. Whereas empirical research has established the impact of foreign language display on evaluation, no studies have been conducted on its curiosity-evoking capacity. In this research note, the importance of this capacity is highlighted, and a first study is presented that tested this capacity. The results did not find support for the curiosity-evoking capacity of foreign language display.
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Cited by (5)
Cited by five other publications
Hornikx, Jos & Frank van Meurs
2020. English as a Global Language. In Foreign Languages in Advertising, ► pp. 95 ff.
Hornikx, Jos & Frank van Meurs
2020. Foreign Language Display. In Foreign Languages in Advertising, ► pp. 57 ff.
Alcántara-Pilar, Juan Miguel, Ivan Manuel Sánchez-Duarte, Mª Eugenia Rodríguez-López & Álvaro J. Rojas-Lamorena
2019. The Effect of Sociolinguism on Advertising Slogans. In The Role of Language and Symbols in Promotional Strategies and Marketing Schemes [Advances in Marketing, Customer Relationship Management, and E-Services, ], ► pp. 126 ff.
Mundel, Juan, Yadira Nieves-Pizarro, Douglas Wickham & Melinda Aiello
2019. Malvinas/Falkland Islands War: a look into ads. Journal of Historical Research in Marketing 11:2 ► pp. 227 ff.
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