Skip to main content
SpringerLink
Log in
Book cover

Advances in Advertising Research (Vol. VI) pp 351–363Cite as

Effects of Multilingual Product Packaging on Product Attitude, Perceived Quality, and Taste Perceptions

  • Chapter
  • First Online:

Part of the book series: European Advertising Academy ((EAA))

Abstract

Today’s consumers are confronted with a growing number of products with multilingual packaging. Let us exemplarily look at the German market: Besides product information in German, consumers will find additional foreign languages such as English, French, Spanish, Dutch or Greek on the products they use in their daily lives. A request to the customer service department for the brand Nivea revealed that multilingual product packaging is used because some products such as bath care and soap products are produced in one country and distributed in several other countries. The customer service employee stated that increasingly integrated European and international markets caused the introduction of more international product descriptions on packaging.

This is a preview of subscription content, log in via an institution.

Chapter
USD   29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD   39.99
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD   54.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD   54.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Learn about institutional subscriptions

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  • Allison, R. I. and Uhl, K. P. (1964), “Influence of Beer Brand Identification on Taste Perception,” in: Journal of Marketing Research, Vol. 1, No. 3, 36–39.

    Article  Google Scholar 

  • Aaker, D. A. and Keller, K. L. (1990), “Consumer Evaluations of Brand Extensions,” in: Journal of Marketing, 54, January, 27–41.

    Google Scholar 

  • Bannister, J. P. and Saunders, J. A. (1978), “UK Consumers’ Attitudes towards Imports: The Measurement of National Stereotype Image,” in: European Journal of Marketing, Vol. 12, No. 8, 562–570.

    Article  Google Scholar 

  • Bluemelhuber, C. C.; Lambe L. L. and Jay, C. (2007), “Extending the view of brand alliance effects: An integrative examination of the role of country of origin,” in: International Marketing Review, Vol. 24, No. 4, 427–443.

    Article  Google Scholar 

  • Broniarczyk, S. M. and Alba, J. W. (1994), “The Role of Consumers’ Intuitions in Inference Making,” in: Journal of Consumer Research, Vol. 21, 393–407.

    Article  Google Scholar 

  • Elder, R. S. and Krishna, A. (2010), “The Effect of Advertising Copy on Sensory Thoughts and Perceived Taste,” in: Journal of Consumer Research, Vol. 36, 748–756.

    Article  Google Scholar 

  • Festinger, L. (1957), “A Theory of Cognitive Dissonance,” Row Peterson, Evanston, Illinois.

    Google Scholar 

  • Fiske, S. T. and Taylor, S. E. (1991), “Social Cognition,” 2nd ed., McGraw-Hill, New York.

    Google Scholar 

  • Gopinath, M. and Glassman, M. (2008), “The Effect of Multiple Language Product Description on Product Evaluations,” in: Psychology and Marketing, Vol. 25, No. 3, 233–261.

    Article  Google Scholar 

  • Gopinath, M.; Glassman, M. and Nyer, P. (2013), “How Culture of Targeting Impacts the Evaluation of Products with Multilingual Packaging,” in: Psychology and Marketing, Vol. 30, No. 6, 490–500.

    Article  Google Scholar 

  • Han, C. M. (1989), “Country Image: Halo or Summary Construct?,” in: Journal of Marketing Research, Vol. 26, No. 2, 222–229.

    Article  Google Scholar 

  • Haarmann, H. (1989), “Symbolic values of foreign language use: From the Japanese case to a general sociolinguistic perspective,” Mouton de Gruyter, Berlin.

    Book  Google Scholar 

  • Hoch, S. J. and Ha, Y.-W. (1986), “Consumer Learning: Advertising and the Ambiguity of Product Experience,” in: Journal of Consumer Research, Vol. 13, 221–233.

    Article  Google Scholar 

  • Hoegg, J. and Alba, J. W. (2007), “Taste Perception: More than Meets the Tongue,” in: Journal of Consumer Research, Vol. 33, 490–498.

    Article  Google Scholar 

  • Hornikx, J. and Starren, M. (2006), “The relationship between the appreciation and the comprehension of French in Dutch advertisements,“ in: Crijns, R.; Burgers, C. (eds.): Werbestrategien in Theorie und Praxis: Sprachliche Aspekte von deutschen und niederländischen Unternehmensdarstellungen und Werbekampagnen, Attikon, Tostedt, 129–145.

    Google Scholar 

  • Hornikx, J.; van Meurs, F. and Starren, M. (2007), “An Empirical Study of Readers' Associations with Multilingual Advertising: The Case of French, German and Spanish in Dutch Advertising,” in: Journal of Multilingual and Multicultural Development, Vol. 28, No. 3, 204–219.

    Article  Google Scholar 

  • Kelly-Holmes, H. (2000), “Bier, parfum, kaas: Language fetish in European advertising,” in: European Journal of Cultural Studies, Vol. 3, No. 1, 67–82.

    Google Scholar 

  • Kelman, H. C. (1965), “International Behavior: A Sociopsychological Analysis,” Holt, Rinehart and Winston, New York.

    Google Scholar 

  • Koslow, S.; Shamdasani, P. N. and Touchstone, E. E. (1994), “Exploring Language Effects in Ethnic Advertising: A Sociolinguistic Perspective,” in: Journal of Consumer Research, Vol. 20, 575–585.

    Article  Google Scholar 

  • Leclerc, F.; Schmitt, B. H. and Dubé, L. (1994), “Foreign Branding and Its Effects on Product Perceptions and Attitudes,” in: Journal of Marketing Research, Vol. 31, No. 2, 263–270.

    Article  Google Scholar 

  • Lee, L.; Frederick, S. and Ariely, D. (2006), “Try It, You’ll Like It: The Influence of Expectation, Consumption, and Revelation on Preferences for Beer,” in: Psychological Science, Vol. 17, No. 12, 1054–1058.

    Article  Google Scholar 

  • Luna, D. and Peracchio, L. A. (2001), “Moderators of Language Effects in Advertising to Bilinguals: A Psycholinguistic Approach,” in: Journal of Consumer Research, Vol. 28, 284–295.

    Article  Google Scholar 

  • Maheswaran, D. (1994), “Country of Origin as a Stereotype: Effects of Consumer Expertise and Attribute Strength on Product Evaluations,” in: Journal of Consumer Research, Vol. 21, 354–365.

    Article  Google Scholar 

  • Okamoto, M. and Dan, I. (2013), “Extrinsic information influences taste and flavor perception: A review from psychological and neuroimaging perspectives,” in: Seminars in Cell & Developmental Biology, Vol. 24, No. 3, 247–255.

    Article  Google Scholar 

  • Pechmann, C. and Ratneshwar, S. (1992), “Consumer Covariation Judgments: Theory or Data Driven?,” in: Journal of Consumer Research, Vol. 19, 373–386.

    Article  Google Scholar 

  • Petty, R. E. and Cacioppo, J. T. (1986), “The Elaboration Likelihood Model of Persuasion,” in: Advances in Experimental Social Psychology, Vol. 19, 123–205.

    Article  Google Scholar 

  • Roth, M. S. and Romeo, J. B. (1992), “Matching Product Category and Country Image Perceptions: A Framework for Managing Country-Of-Origin Effects,” in: Journal of International Business Studies, Vol. 23, No. 3, 477–497.

    Article  Google Scholar 

  • Shimp, T. A. and Sharma, S. (1987), “Consumer Ethnocentrism: Construction and Validation of the CETSCALE,” in: Journal of Marketing Research, Vol. 24, No. 3, 280–289.

    Article  Google Scholar 

  • Smith, E. E. and Kosslyn, S. M. (2007), “Cognitive Psychology: Mind and Brain,” Pearson Prentice Hall, Upper Saddle River, New Jersey.

    Google Scholar 

  • Sullivan, G. L. and Burger, K. J. (1987), “An Investigation of the Determinants of Cue Utilization,” in: Psychology and Marketing, Vol. 4, No. 1, 63–74.

    Article  Google Scholar 

  • Tucker, W. T. (1961), “How Much of the Corporate Image Is Stereotype?,” in: Journal of Marketing, 25, January, 61–65.

    Google Scholar 

  • Veale, R. and Quester, P. (2009), “Tasting quality: the roles of intrinsic and extrinsic cues,” in: Asia Pacific Journal of Marketing and Logistics, Vol. 21, No. 1, 195–207.

    Article  Google Scholar 

  • Wansink, B. and Park, S.-B. (2002), “Sensory Suggestiveness and Labeling: Do Soy Labels Bias Taste?,” in: Journal of Sensory Studies, Vol. 17, No. 5, 483–491.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. University of Hohenheim, Hohenheim, Germany

    Prof. Dr. Verena Huettl-Maack

  2. University of Hohenheim, Stuttgart, Germany

    Johanna Schwenk

Authors
  1. Prof. Dr. Verena Huettl-Maack
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Johanna Schwenk
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Verena Huettl-Maack .

Editor information

Editors and Affiliations

  1. Department of Marketing, Vrije Universiteit, Amsterdam, The Netherlands

    Peeter Verlegh

  2. ASCoR, University of Amsterdam, Amsterdam, The Netherlands

    Hilde Voorveld

  3. Lehrstuhl für BWL, insb. Internationales Marketing, Europa-Universität Viadrina, Frankfurt (Oder), Germany

    Martin Eisend

Rights and permissions

Reprints and permissions

Copyright information

© 2016 Springer Fachmedien Wiesbaden

About this chapter

Cite this chapter

Huettl-Maack, V., Schwenk, J. (2016). Effects of Multilingual Product Packaging on Product Attitude, Perceived Quality, and Taste Perceptions. In: Verlegh, P., Voorveld, H., Eisend, M. (eds) Advances in Advertising Research (Vol. VI). European Advertising Academy. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-10558-7_27

Download citation

Publish with us

Policies and ethics

Search

Navigation