Effect of bilingual product packaging on consumer perceptions

26 April 2018

Researchers at the Old Dominion University US explored the effect of bilingual (English-Spanish) product packaging on consumer perceptions. They found that products in bilingual packages are seen as targeting Hispanics living in the US. They also found that package characteristics and the product itself are rated lower when the product is in a bilingual package.
Of 3 bilingual formats (English on 2 sides - Spanish on the other 2; an English paragraph followed by a Spanish paragraph on the same side; and alternating lines of English and Spanish on the same side), the paragraph format is rated most favorably. An article about the research is published in the Journal of Applied Marketing Theory.
Click here for an abstract of the published article.

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