Does language fashion perceptions?

• Main Authors: Chen, Kangxing., Lim, Ernest Wei Kiat., Wong, Ka Wei.
• Other Authors: Marshall, Roger
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/9610
• Institution: Nanyang Technological University

The additional choice of language in marketing, that follows the proliferation of international commerce, triggers off an inspection on which language elicits a more favourable outcome for marketing communications. When Chinese-English bilinguals were asked to respond to different language cues, the...