Foreign language as a novel stimulus in influencing consumer attitudes.

• Main Authors: Loo, Suk Kwan., Lau, Ying Li., Ng, Maureen Mei Mee.
• Other Authors: Ng Sok Ling, Sharon
• Format: Final Year Project
• Language: English
• Published: 2010
• Subjects: DRNTU::Business
• Online Access: http://hdl.handle.net/10356/33903
• Institution: Nanyang Technological University

The effective use of novelty to elicit changes in consumer attitudes has not been studied widely by academics. In this paper, we seek to investigate this relationship with the use of foreign language on product packaging as the novel stimulus. A non-established brand and an unfamiliar foreign langua...