How reading in a foreign versus native language moderates the impact of repetition-induced brand placement prominence on placement responses

Yana R. Avramova (), Patrick De Pelsmacker () and Nathalie Dens ()
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Yana R. Avramova: University of Antwerp
Patrick De Pelsmacker: University of Antwerp
Nathalie Dens: University of Antwerp

Journal of Brand Management, 2018, vol. 25, issue 6, No 3, 500-518

Abstract: Abstract The present research investigates how brand placement prominence in a fictional text (i.e., a short story) affects placement responses and brand attitude, and whether text language moderates these relationships. A 2 (placement repetition: 2, 11) × 2 (language: native, foreign) between-subjects design was employed, while placement prominence, persuasion knowledge, critical processing, and brand attitude were measured. It was expected that higher placement prominence will enhance brand attitude, despite a concurrent increase in persuasion knowledge activation, in both languages. However, by eliciting a more systematic processing style, reading in a foreign (vs. native) language was hypothesized to exert an indirect negative impact on brand attitude via critical processing of the prominent placements. The results provide support for most (but not all) of our hypotheses. As expected, higher (vs. lower) placement frequency increased perceived prominence, which in turn directly enhanced brand attitude. Further, although placement prominence was positively related to conceptual persuasion knowledge in both languages, it only triggered critical processing of the placements in the foreign language. Yet, contrary to predictions, critical processing did not affect brand evaluation in either language group.

Keywords: Brand placement; Written narrative; Persuasion knowledge; Processing style; Foreign language; Brand attitude (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (4)

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DOI: 10.1057/s41262-018-0103-7

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