According to Hall’s context theory, people from different cultures may react differently to complex messages. The current study is the first empirical examination of context theory’s role on message comprehension and appreciation. In a comparative survey-based study (N = 289), Belgian and Dutch participants judged 12 complex product advertisements with visual metaphors. As expected by context theory, perceived complexity was lower for Belgian (a higher-context culture) than for Dutch participants (a lower-context culture), and participants’ personal context culture score fully accounted for this difference. Similarly, ad liking was higher for Belgian than for Dutch participants, and again this difference was explained by context score.
- Hornikx, J., & Pair, R. le (2017). The influence of high-/low-context culture on perceived ad complexity and liking. Journal of Global Marketing, 30 (4), 228-237.
In international communication, adaptation of messages to the audience’s values has been prominently studied. In advertising, a meta-analysis of experimental studies showed that ads with culturally adapted value appeals are generally more persuasive and better liked than ads with culturally unadapted value appeals. This general effect was not observed for studies with Western Europeans. One explanation may be that these studies did not examine individualism-collectivism – whereas adaptation to this dimension has been shown to be very successful. In this paper, this explanation was tested. Six experiments were conducted in which participants from Belgium, the UK or the Netherlands judged an ad with an adapted, individualistic appeal or with an unadapted, collectivistic appeal. The experiments and a subsequent meta-analysis indicate that Western Europeans are not more persuaded by the culturally adapted than by the culturally unadapted value appeals based on individualism-collectivism. This result nuances earlier findings underlining the importance of cultural value adaptation
- Hornikx, J., & Groot, E. de (2017). Cultural values adapted to individualism-collectivism in advertising in Western Europe: An experimental and meta-analytical approach. International Communication Gazette, 79 (3), 298-316. [link]
Brands can position themselves as belonging to a foreign culture by using foreign languages in advertising. Foreign languages in ads have been suggested to be implicit country-of-origin (COO) cues. This paper examines the expectations that foreign languages operate through the COO effect (Study 1), and that they evoke associations (Study 2) and generate persuasive effects (Study 3) similar to COO mentions. The findings of the studies, employing different language slogans for different products, lend support to these expectations. Thus, foreign languages in advertising derive their effectiveness from the COO effect, and practitioners can use them to benefit from this effect.
- Hornikx, J., & Meurs, F. van (2017). Foreign languages as implicit country-of-origin cues in advertising: Mechanism, associations, and effects. Journal of International Consumer Marketing, 29 (2), 60-73.
In the social sciences, there is an important debate about how to do good empirical research and how to publish about it. As this journal, the Tijdschrift voor Taalbeheersing, also regularly publishes empirical studies, the present article aims to open the debate in the field of language and communication. After outlining the major problems associated with research integrity and developing potential solutions to these problems, we invited researchers from the field of language and communication to present their views, which are published as reactions to this paper in the current issue of this journal.
- Hornikx, J., & Batenburg, A. (2016). Integriteit in kwantitatief, empirisch onderzoek: problemen en mogelijke oplossingen. Tijdschrift voor Taalbeheersing, 38 (2), 119-131 [link].
The lead article by Hornikx and Batenburg (2016) invited researchers in language and communication to reflect on problems and possible solutions related to research integrity in conducting and reporting quantitative, empirical research. The reactions from the colleagues in the field underline the problems that were described, and present a number of solutions to these problems. In general, these solutions can be summarized under the heading of meta-analytic thinking: one study does not provide a yes-or-no answer to a given answer; it should be designed to provide more robust results (e.g., through replications, multiple message designs), and should be reported in such a way as to be replicable in the research community (e.g., transparency, registration reports).
- Batenburg, A., & Hornikx, J. (2016). Integriteit in kwantitatief, empirisch onderzoek: het perspectief van taalbeheersers. Tijdschrift voor Taalbeheersing, 38 (2), 193-200 [link].
In this paper, it is argued that the most fruitful approach to developing normative models of argument quality is one that combines the argumentation scheme approach with Bayesian argumentation. Three sample argumentation schemes from the literature are discussed: the argument from sign, the argument from expert opinion, and the appeal to popular opinion. Limitations of the scheme-based treatment of these argument forms are identified and it is shown how a Bayesian perspective may help to overcome these. At the same time, the contributions of the standard scheme-based approach are highlighted, and it is argued that only a combination of the insights of different traditions will yield a complete normative theory of argument quality.
- Hahn, U., & Hornikx, J. (2016). A normative framework for argument quality: Argumentation schemes with a Bayesian foundation. Synthese, 193 (6), 1833-1873. [link]
In international advertising, there has been a long-standing debate about standardization versus adaptation. A prominent empirical line of research addressing this issue has revealed that adapting advertisements to important cultural values is beneficial for persuasion and ad liking. Strikingly, this effect is absent for Western Europeans. The present study examines if Western Europeans are sensitive to cultural value adaptation in advertising if individualism-collectivism is primed prior to exposure to the ad. An experiment was conducted in which an ad with an individualist or a collectivist value appeal was presented after exposure to irrelevant primes or to primes consisting of images expressing individualism-collectivism. Results were in line with existing studies: no effect of adaptation was found, even after cultural priming. The results were interpreted through the cultural perspective of dynamic constructivism, according to which the European context may explain why Europeans are as positive about incongruent value appeals as congruent appeals. The experiment adds to the body of research indicating that value adaptation in advertising is not beneficial for marketers in the Western European region.
- Hornikx, J., & Nijhuis, J. (2016). The potential effect of cultural priming on the effectiveness of cultural value adaptation in advertising. Journal of Cultural Marketing Strategy, 1 (2), 180-188. [link]
Social media allow consumers to easily share positive or negative information about a brand with other consumers, for instance through Twitter. Such Twitter use is a source of information that may affect the brand reputation. Therefore, it is important to gain more understanding of how Twitter is employed to evaluate brands and to communicate these evaluations with others. Previous research on Twitter use has shown that tweets about brands are more likely to be positive than negative. The present study integrates an agenda-setting perspective with studies on word-of-mouth and services marketing, which have suggested that this finding may be different for services than for goods. A quantitative content analysis of 1920 Dutch tweets for 24 different brands was performed. The analysis showed that services receive significantly more negative sentiment tweets than products. Implications of these results for monitoring consumers are discussed.
- Hornikx, J. & Hendriks, B. (2015). Consumer tweets about brands: A content analysis of sentiment tweets about goods and services. Journal of Creative Communications, 10 (2), 176-185. [link]
In commercial messages, such as advertisements, foreign languages are sometimes displayed. Regardless of whether readers understand the foreign language utterance, researchers have claimed that such foreign language display evokes curiosity to read the ad, and improves ad and product evaluation. Whereas empirical research has established the impact of foreign language display on evaluation, no studies have been conducted on its curiosity-evoking capacity. In this research note, the importance of this capacity is highlighted, and a first study is presented that tested this capacity. The results did not find support for the curiosity-evoking capacity of foreign language display.
- Hornikx, J., & Mulder, E. (2015). The curiosity-evoking capacity of foreign languages in advertising. Dutch Journal of Applied Linguistics, 4 (1), 59-66. [link]
One of the linguistic consequences of globalization is the increase in the number of people communicating with each other in a language that is not their own. Studies have started to examine how non-nativeness affects people in their production and evaluation of discourse. This special interest section brings together a collection of empirical papers in a particular domain of non-nativeness in communication, that is, the use and effects of foreign languages in job and product advertisements. These papers investigate how the use of foreign languages is appreciated by non-native users, what determines the occurrence of foreign languages, how recall of foreign languages compares to the recall of L1 advertising, and whether foreign languages attract the readers’ curiosity. Together, these papers demonstrate the growing academic interest in non-nativeness in communication.
- Hornikx, J. (2015). Non-nativeness in communication: Use and effects of foreign languages in advertising. Dutch Journal of Applied Linguistics, 4 (1), 1-5. [link]