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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 a bilingual package. The evaluation of the product in the bilingual package is found to be significantly lower. Ethnocentrism and prejudice are investigated as possible explanations for this differential. The effect of the method of information processing used to evaluate the product (peripheral vs. central) is also explored. Both ethnocentrism and prejudice affect evaluations of a product in a bilingual package in a peripheral processing situation, but not in a central processing situation. © 2008 Wiley Periodicals, Inc.