The influence of L1 versus L2 messages and modality on the effectiveness of online persuasive communication and the Foreign-Language Effect.

Abstract

The global use of English as a medium of communication has increased the importance of research about the influence of language (native versus non-native). The present study examined whether language (native: Dutch versus non-native: English) influenced the effectiveness of a persuasive message about climate change presented in the auditory or written modality. Dutch respondents (N = 151) evaluated a written or an auditory persuasive message presented in Dutch or English in a matched-guise experiment. Findings revealed that language did not influence respondents’ perceived emotionality, attitudes, and behavioural intentions. However, an interaction effect was found between language and modality concerning behavioural intentions. Within the auditory modality, English messages evoked higher scores on behavioural intentions than Dutch messages. Within the written modality, there was no difference. These findings suggest that if companies and governments want to persuade their Dutch audience, it might be better to use the English language for an auditory.