Background characteristics and their influence on consumer evaluations on English use in advertisements.
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2025-07-21
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en
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This study aims to investigate the influence of nationality their proficiency in English and emotionality in English on advertisement evaluations, based on the language used in the advert: native (Dutch/Spanish) or nonnative (English). This was done through an experiment in which a survey containing two adverts in either the L1 of the participant or the L2 (English) was used. Participants then filled out their evaluations of the adverts containing their attitude towards the product and the advert, as well as purchase intention, self-assessed English proficiency and emotionality in English. Overall, participants reported a high level of English proficiency, with no significant differences between nationalities. Emotionality in English aligned with prior research, as participants generally perceived their L1 to be more emotional than their L2. Nationality emerged as a significant factor affecting emotionality in English, purchase intention, and attitude toward the advertisement. However, the language of the advertisement itself did not significantly influence product attitude, advertisement attitude, or purchase intention.
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