Abstract
This study investigates the influence of bilingual product packaging descriptions on product evaluation. In an experimental study, the evaluation of a product with an English-only package is compared to the evaluation of the same product in English-Spanish and English-Spanish-French packaging. Study 1 compared product evaluations of the same product in 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 (versus a low price) to the product. Study 2 compared Country of Origin effect to Culture of Targeting and found that the effect of Culture of Targeting is bigger.
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© 2015 Academy of Marketing Science
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Gopinath, M., Glassman, M., Nyer, P. (2015). Biased Evaluation of Products Caused by Targeting Effect of Multilingual Product Packaging. In: Robinson, L. (eds) Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10912-1_203
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DOI: https://doi.org/10.1007/978-3-319-10912-1_203
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-10911-4
Online ISBN: 978-3-319-10912-1
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