How Culture of Targeting Impacts the Evaluation of Products with Multilingual Packaging
Article first published online: 23 APR 2013
© 2013 Wiley Periodicals, Inc.
Psychology & Marketing
Volume 30, Issue 6, pages 490–500, June 2013
How to Cite
Gopinath, M., Glassman, M. and Nyer, P. (2013), How Culture of Targeting Impacts the Evaluation of Products with Multilingual Packaging. Psychol. Mark., 30: 490–500. doi: 10.1002/mar.20622
- Issue published online: 23 APR 2013
- Article first published online: 23 APR 2013
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.