The Effect of Subtitling, Social Identity and Consumer Attitude in Foreign Language Video Instruction.

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In this paper the effect of subtitling, social identity and consumer attitude in foreign language video instruction is examined. Companies that operate internationally have been releasing such instruction videos, which showcase the use of their products, to increase both customer satisfaction with the product and post purchase customer engagement. To test the effectiveness of these videos an experiment with a between subject design was conducted in which the participants had to recreate the building of a Lego house in accordance to an instruction video which is narrated in Spanish. Five hypotheses were posed to analyse the outcomes of this experiment. The first two examined the effects of subtitle use on video attitude, difficulty perception and performance, i.e., correctness of building. The results showed that the use of subtitles enhanced the performance of participants in correctness of building, which means that participants who watched the instruction video with subtitles performed significantly better than participants who did not. However, there was no significant effect of subtitle use on video attitude and perceived difficulty. The latter three hypotheses were posed to analyse the effects of social identity and consumer attitudes. These hypotheses were posed as it is important for companies to know how the release of these instruction videos will affect the image of the product and task that is connected to it. It was found that social identity did not significantly influence foreign language attitude. Although, social identity was strong among participants it might have not shown an effect, as a strong social identity does not necessarily imply a strong sense of ethnocentrism. No significant relationship was found between foreign language attitude and video attitude. However, one of the items of foreign language attitude showed a tendency towards significance which could be further inspected. Lastly, it was found that participants who had a high attitude towards the video had a low attitude towards the subtitles. A possible explanation for this could be that they found the subtitles to be distracting from the video itself.
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