Publications

Found 1 recordActive filters:

Publication details [#34145]

Juan, María Dolores de. 2003. The Impact of Language and Congruity on Persuasion in Multicultural E-Marketing. Journal of Consumer Psychology 13 (1-2) : 41–50.

Publication type

Article in journal

Publication language

English

Keywords

culture | economics | evaluation | persuasion | website

Place, Publisher

Erlbaum

ISBN

1057-7408

Annotation

This paper explores how language, graphics, and culture affect bilingual consumers' Web site and product evaluations.