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Marketing researchers at RSM have revealed that despite the pervasive use of English in marketing communications around the world, using a foreign language elicits weaker emotional reactions than using the consumers’ native language.

Marketing researchers at RSM have revealed that despite the pervasive use of English in marketing communications around the world, using a foreign language elicits weaker emotional reactions than using the consumers’ native language.

 (in German). 

Participants

  • RSM
    Role: General
    Reference type: Featured

Media Outlets

  • BauMarkt Manager (Scientific or industry journal)