Abstract
Catalonia is an autonomous region of Spain with 7,538,813 inhabitants (Generalitat de Catalunya / Institut d’Estadística de Catalunya, 2018a), in which both the Catalan and Spanish language are used and are officially recognized by law. Catalonian consumers are addressed through advertisements in Catalan, Spanish, and mixes of the two languages (Atkinson and Kelly-Holmes, 2006; Franquesa and Sabaté, 2006; Monreal, 2006; Pons Griera, 2003; Torrent, 1999). The literature on language choice in advertisements suggests that bilingual consumers prefer their first language and that therefore ads written in their first language should evoke a more positive response (Koslow et al., 1994).
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van Hooft, A., van Meurs, F., van Mierlo, I. (2019). Bilingual Consumers’ Response to the Use of Catalan and Spanish in Advertising in Catalonia. In: Bigne, E., Rosengren, S. (eds) Advances in Advertising Research X. European Advertising Academy. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-24878-9_14
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DOI: https://doi.org/10.1007/978-3-658-24878-9_14
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