Article2013

The Effectiveness of Foreign-Language Display in Advertising for Congruent versus Incongruent Products

Jos Hornikx · Frank van Meurs · Robert-Jan Hof

68 citations0/0 files storedJournal of International Consumer Marketing

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Consumer Behavior and Marketing Influence

Abstract

Advertising often confronts consumers with foreign languages, such as German or French in the U.S., but little is known about the circumstances under which this is effective. The linguistic theory of foreign-language display claims that the congruence with the product is the essential element in its effectiveness. This study investigates this premise by having Dutch participants (N = 150) evaluate ads for products that were (in)congruent with the language of the slogan (French, German, Spanish). Results show that foreign-language display is indeed more effective for congruent (e.g., wine–French) than for incongruent products (e.g., beer–French).

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2025Advances in Consumer Research 2007The Predictive Validity of Multiple-Item versus Single-Item Measures of the Same Constructs 1999A review and meta-analysis of country-of-origin research 1992Matching Product Catgeory and Country Image Perceptions: A Framework for Managing Country-of-Origin Effects 1995A Meta-Analysis of Country-of-Origin Effects 1994Customer Evaluation of Products in a Global Market 1994Foreign Branding and Its Effects on Product Perceptions and Attitudes 2010The Way They Speak: A Social Psychological Perspective on the Stigma of Nonnative Accents in Communication

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