What if Web site editorial content and ads are in two different languages? A study of bilingual consumers' online information processing

Cong Li, Sriram Kalyanaraman

Research output: Contribution to journalArticle

22 Scopus citations

Abstract

This study examined banner ads' communication effects when they were written in the same or different language from the editorial content of a Web site. A total of 60 bilingual consumers who spoke both Chinese (as their first language) and English (as their second language) participated in an experiment, in which they viewed a designated news story Web site. The editorial content of the Web site and the banner ads on it were written in either Chinese or English. It was found that the participants considered the Chinese Web sites to be more readable. However, they generated higher recalls and purchase intentions for the ads on the English Web sites. Moreover, they revealed more favorable attitudes toward the brands when the ads were written in English than in Chinese.

Original languageEnglish (US)
Pages (from-to)198-206
Number of pages9
JournalJournal of Consumer Behaviour
Volume11
Issue number3
DOIs
StatePublished - May 1 2012

ASJC Scopus subject areas

  • Social Psychology
  • Applied Psychology

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