Bilingualism and the emotional intensity of advertising language
Puntoni, de Langhe and van Osselaer propose a language-specific episodic trace theory of language emotionality. Five experiments with bilingual consumers show that textual information such as slogans is perceived as more emotional in the native language than in a second language, that the effect is not due only to language-specific stereotypes or reduced comprehension, and that it depends on the frequency with which words have been met in native versus second-language contexts. Journal of Consumer Research 35(6), 1012-1025, 2009.
Puntoni, de Langhe and van Osselaer propose a language-specific episodic trace theory of language emotionality. Five experiments with bilingual consumers show that textual information such as slogans is perceived as more emotional in the native language than in a second language, that the effect is not due only to language-specific stereotypes or reduced comprehension, and that it depends on the frequency with which words have been met in native versus second-language contexts. Journal of Consumer Research 35(6), 1012-1025, 2009.
Written from the abstract, OpenAlex, 2026-11-03; Crossref for issue date (April 2009); full text not read.
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Puntoni, S., de Langhe, B., & van Osselaer, S. M. J. (2009). Bilingualism and the emotional intensity of advertising language. Journal of Consumer Research, 35(6), 1012-1025. doi:10.1086/595022 https://doi.org/10.1086/595022