The Language Of Emotion: Ad Slogans In Native Tongues Connect To Consumers' Emotions

In this experiment Stefano Puntoni, Bart de Langhe, and Stijn van Osselaer were trying to find out the expressions of people towards marketing messages in different languages. They tested this by using different slogans expressed in different languages with the participants, it turned out that messages expressed in consumers native language tend to be more emotional than messages in there second language. The conductors don't believe that the effect is not due to the language or the difficulty in understanding the message, they said that it depends on the personal memories and the language context, reading or hearing a word (unconsciously) triggers memories of situations in which that word played a role, because consumers usually have more personal memories with words in their native language than in their second language, marketing messages in their native language tend to be perceived as more emotional. Through out there study they also found out that the effect is more found in women than in men.