The Effects of Language Choice on Narrative Persuasion.
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2018-06-08
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en
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Narrative persuasion and its underlying mechanisms have been found to contribute to influencing readers’ attitudes and opinions. However, to date, not much research has investigated the effect of language on narrative persuasion. The current study addresses this scientific gap by investigating language (L1/L2) in combination with narrative persuasion in corporate narratives. A between-subjects design was set up in which 151 Dutch-English and 66 German-English bilinguals read a corporate narrative in either their L1 (Dutch/German) or the L2 English, after which they filled out a questionnaire. Results showed that narratives in the readers’ L1 were more comprehensible than in English. No effect of language on emotionality, identification, transportation and attitude towards the company was found. Dutch participants’ purchase intention was higher for the L1 narrative than for the English narrative. There was no effect of language on German readers’ purchase intention. Taking the effects of language and nationality into account, it can be recommended for international businesses to make use of the adaptation strategy by adapting corporate narratives to the readers’ L1. However, further research with other nationalities, languages and narratives is recommended.
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