Foreign languages in advertising

This book presents a comprehensive account of the use and effects of foreign languages in advertising. Based on consumer culture positioning strategies in marketing, three language strategies are presented: foreign language display to express foreignness, English to highlight globalness, and local language to appeal to ethnicity (for instance, Spanish for Hispanics in the USA). The book takes a multidisciplinary approach, integrating insights from both marketing and linguistics, presenting both theoretical perspectives (e.g., Communication Accommodation Theory, Conceptual Feature Model, Country-of-origin effect, Markedness Model, Revised Hierarchical Model) and empirical evidence from content analyses and experimental studies. The authors demonstrate that three concepts are key to understanding foreign languages in advertising: language attitudes, language-product congruence, and comprehension. The book will appeal to students and researchers in the fields of sociolinguistics, applied linguistics, psycholinguistics, marketing and advertising.

Hornikx, J., & Meurs, F. van (2020). Foreign languages in advertising: Linguistic and marketing perspectives. Cham: Palgrave MacMillan. [link]

Adapting advertising appeals to individualism or collectivism: The role of thought activation


Research into international advertising has shown culturally adapted value appeals to be more persuasive and better liked than non-adapted value appeals, especially when they appeal to the individualism–collectivism dimension. The exception to this observation is in Europe, where, despite significant cultural differences across the continent, such effects have not been identified. This study replicates the material from a previous, highly successful study, and adds a qualitative part to the study. Dutch participants completed a cognitive response task, placed either before or after the main dependent measures, to investigate whether inviting participants to think actively about an advertisement may lead to value activation and consequently to cultural value adaptation effects. The results indicate that cultural value adaptation has no effect on liking or persuasion, even when the cognitive response task occurred before the main dependent measures. This study adds to a growing body of literature indicating that Western Europeans do not consider advertisements adapted to the individualism–collectivism dimension to be more persuasive than non-adapted advertisements; likewise, Western Europeans do not prefer them over non-adapted advertisements.

  • Janssen, A., & Hornikx, J. (2019). Adapting advertising appeals to individualism or collectivism: the role of thought activation. Journal of Cultural Marketing Strategy, 4 (1), 13-28. [link]

How many laypeople holding a popular opinion are needed to counter an expert opinion?

In everyday situations, people regularly receive information from large groups of (lay) people and from single experts. Although lay opinions and expert opinions have been studied extensively in isolation, the present study examined the relationship between the two by asking how many lay people are needed to counter an expert opinion. A Bayesian formalisation allowed the prescription of this quantity. Participants were subsequently asked to assess how many lay people are needed in different situations. The results demonstrate that people are sensitive to the relevant factors identified for determining how many lay opinions are required to counteract a single expert opinion. People’s assessments were fairly good in line with Bayesian predictions.

  • Hornikx, J., Harris, A., & Boekema, J. (2018). How many laypeople holding a popular opinion are needed to counter an expert opinion? Thinking and Reasoning, 24 (1), 117-128.

Cultural differences in the perceptions of strong and weak arguments

The process of arbitration requires human reasoning and decision-making. Parties evaluate the evidence that is available to them and decide how to best present their case. Arbitrators aim to resolve a dispute by weighing the evidence and the legal arguments that are presented by each side. Researchers have underlined the importance of strong evidence in legal deliberations, but what exactly characterizes strong arguments? This chapter addresses this question as a first point. The characteristics of arbitrators, such as age, gender, and cultural background, may affect how arbitrators process arguments. Yet given the aim of arbitration to be an objective and neutral process, it is important to consider how such characteristics may impact the ultimate outcome of a case. This chapter examines the last of these characteristics, namely the role of culture in this decision-making process. More precisely, this chapter reviews the research evidence on how members of different cultures evaluate strong and weak arguments.

  • Hornikx, J.  (2017). Cultural differences in the perceptions of strong and weak arguments. In T. Cole (ed.), The role of psychology in international arbitration (pp. 72-92). Alphen aan den Rijn: Wolters Kluwer. [link]