Rotterdam school of Management, Erasmus University compact logo

Language is an important aspect within the field of communication. In marketing science, however, language gets less importance. The article refers to earlier research by Bart de Langhe and Stefano Puntoni which showed that using a foreign language elicits weaker emotional reactions than using the consumers’ native language.

Participants
  • Bart
    Role: Faculty
    Reference type: Referenced
  • Stefano
    Role: Faculty
    Reference type: Referenced
  • Verlegh, P.
    Role: General
    Reference type: Journalist
Media Outlets
  • SWOCC (Online)