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. Stefano Puntoni explains: "There are valid reasons to advertise in a foreign language. To keep costs down for a global campaign, for example, or to build an international image. But the emotional intensity will be blunted."
RSM uses cookies to measure website statistics, enable social media sharing and for marketing purposes. By clicking accept cookies or by continuing to use this website, you are giving consent for us to set cookies when visiting this website. See our cookie policy for more information about cookies and how to adjust your cookie settings.