Advertising to Bilingual Consumers: The Impact of Code-Switching on Persuasion

By David Luna, Laura Peracchio. 2005

195 citations recorded by the source corpus.

Subfields: Language and Linguistics, Literature and Literary Theory, Human-Computer Interaction

View Paper: https://www.semanticscholar.org/paper/80306411b7e7133dee2847f1bc9f42094ced728a

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Language and Linguistics

1. J. Noriega
2. S. Wheeler
3. Aner Sela
4. Aradhna Krishna
5. Edward A. Blair

In Literature and Literary Theory

1. S. Wheeler
2. Aner Sela
3. Aradhna Krishna
4. Richard E. Petty

In Human-Computer Interaction

1. Aradhna Krishna

Citations in the corpus

• An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior (2012, background): “…of the object it represents—Yorkston & Menon, 2004), the language used (first or second language of bilinguals—see Krishna & Ahluwalia, 2008; Luna & Peracchio, 2001, 2005), visual and auditory processing differences among individuals based on pictorial versus phonetic scripts (Schmitt,…”
• Advertising to Bilinguals: Does the Language of Advertising Influence the Nature of Thoughts? (2008, background): “Third, in their most recent research, Luna and Peracchio (2002, 2005) also consider language effects from the perspective of affective response.”
• Conscious and Nonconscious Components of Superstitious Beliefs in Judgment and Decision Making (2008, background): “…elements of the social and cultural environments in marketing, such as values (Han and Shavitt 1994), goals (Aaker and Lee 2001), or language (Luna and Peracchio 2005), individuals' superstitious beliefs and their impact on consumer judgments and decision making have received surprisingly…”
• We Are Not the Same as You and I: Causal Effects of Minor Language Variations on Consumers' Attitudes toward Brands (2012, background): “A third stream of research has examined the effects of code switching (i.e., mixing languages within a sentence) and choice of language itself in marketing communications (Koslow, Shamdasani, and Touchstone 1994; Krishna and Ahluwalia 2008; Luna and Peracchio 2005a, 2005b; Tavassoli and Han 2001).”
• The role of advertising in consumer emotion management (2012, background): “The literature on language and cognition maintains that language can serve as an attribute and medium of experience (Lambert et al. 1968; Noriega & Blair 2008; Chang & Lee 2010) as well as influence thought and affective reactions from consumers (Luna & Peracchio 2002, 2005).”