The Impact of Language and Language-Product Congruence on Attention and Advertising Effectiveness.
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2025-08-21
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en
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This study provides empirical evidence for the influence of language (mixed versus native) and language-product congruence (congruent versus incongruent) on attention and advertisement effectiveness. A 2 x 2 mixed-design experiment with 56 Dutch participants was conducted. Participants viewed one of two versions of Volkskrant Magazine, each containing eight advertisements that varied systematically by language and congruence. Attention was measured using an eye-tracker. Advertisement effectiveness was assessed through a questionnaire measuring brand recall, brand recognition, product attitude, and purchase intention. The results showed that neither foreign language use nor language-product congruence influenced attention. However, congruent mixed-language advertisements resulted in more positive product attitudes and higher purchase intentions, whereas incongruent mixed-language advertisements increased brand recognition. Brand recall was unaffected. These findings suggest that congruence can influence the effectiveness of mixed-language advertisements.
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