The effect of language (English vs native Dutch vs mixinglanguages) on consumer response in print advertising withtolerance of ambiguity as moderating factor for Dutch andFlemish consumers.
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2025-06-10
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en
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Abstract
In multilingual advertising contexts in countries such as the Netherlands and Flemish
Belgium, foreign languages - particularly English – are frequently used to evoke associations
of globalness, modernity, and success. However, recent research suggests that, in regions with
high English proficiency, its symbolic impact may be diminishing. This study investigates how
language choice in advertising (Dutch, English, or a mix of both) influences consumer
responses, and whether this effect is moderated by tolerance of ambiguity (TA), a personality
trait reflecting openness to ambiguous situations. A 3 (language: Dutch vs. English vs. mixed)
× 2 (TA: high vs. low) × 3 (product type: jeans, toothpaste, suntan lotion) mixed factorial design
was used with 177 participants from the Netherlands and Flemish Belgium. Participants
evaluated three advertisements and reported their attitudes toward the ad, the product, and their
purchase intention. TA was assessed using a standardized scale. The results showed no
significant main effects of language or TA, nor any interaction effects. However, product type
significantly influenced consumer responses, with toothpaste and suntan lotion advertisements
receiving more positive evaluations than those f
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