The effects on consumers’ responses towards the advertisement when swear words are used in consumers’ first or second language
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2020-06-08
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en
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Because no research has been done on the effects on consumers when advertisements use swear words in a person’s first or second language, this study aims to examine the effects on consumers’ responses towards the advertisement when swear words are used in a person’s first language or second language. For the study an experiment was conducted using different questionnaires in the participants’ first or second language and containing swear words or no swear words. The results show that whether or not advertisements contain a swear word, has no effect on product and advertisement attitude, purchase intention, and recall of the brand and the product. However, advertisements without swear words cause a more positive emotional response when perceived in consumers’ first language. Whether advertisements are presented in consumers’ first or second language has no effect at all on product and advertisement attitude, emotional response, purchase intention, and recall of the brand and the product.
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