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How Culture of Targeting Impacts the Evaluation of Products with Multilingual Packaging
Author(s) -
Gopinath Mahesh,
Glassman Myron,
Nyer Prashanth
Publication year - 2013
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20622
Subject(s) - product (mathematics) , packaging and labeling , quality (philosophy) , business , marketing , advertising , psychology , linguistics , mathematics , philosophy , geometry , epistemology
This study investigates the influence of bi‐ and multilingual product packaging on product evaluation. Study 1 compared product evaluations of the same product in an English‐only (English), English‐Spanish (bilingual), and English‐Spanish‐French (trilingual) packaging. The bilingual product received the lowest evaluation. Adding French mitigated this effect as did attributing a relatively high price (vs. a low price) to the product. Study 2 investigated the drivers of the culture of targeting effect and found that whether one believes that Hispanics buy lower quality products was one of the drivers.