Browsing by Person "Munz, Rafael"

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Lost in translation? Exploring the effects of multilingual packaging and foreign language communication on consumer behavior
(2024) Munz, Rafael; Hüttl-Maack, Verena
Globalization has increased the importance of foreign languages in marketing. Consumers encounter foreign languages in many ways, from reading translations on product packaging to using foreign language media. The ubiquity of foreign language information in peoples’ lives raises the question of how their presence and use influences consumer behavior. The objective of this dissertation was to examine the influence of foreign languages on consumer judgments. Specifically, it focused on multilingual and foreign language (marketing) stimuli. Multilingual stimuli provide translations into several languages, enabling consumers to access information in their native language. This dissertation addresses a research gap by examining how consumers are affected by the additional presence of multiple translations on packaging. In contrast, foreign language stimuli require the processing of content in a learned foreign language. Research has demonstrated that foreign language processing influences peoples’ judgments when confronted with moral dilemmas and unpleasant stimuli. This dissertation aimed to contribute to the explanation of the (moral) foreign language effect and to extend extant research onto the domain of consumer behavior. The first research paper examined the influence of multilingual packaging on consumer behavior. An initial field study confirmed the widespread use of multilingual packaging in the German retail sector. In three experimental studies (N = 3,010), two of which two were pre-registered, German native speakers were presented with images of multilingual packaging. The packages varied in terms of the number of translations and the consumers’ level of familiarity with the foreign languages. Across several product categories, it was demonstrated that foreign language presence can negatively affect the metacognitive processing experience. Specifically, a large number of translations reduced perceived fluency, meaning that processing was experienced as more effortful. Furthermore, consumers’ unfamiliarity with the foreign languages was identified as a driver of disfluency. The negative effects on fluency led to unfavorable downstream consequences on product evaluations and purchase intentions. Product type was identified as a boundary condition. Specifically, the observed effects were less pronounced for technical products. This moderating effect was attributed to consumers having lower fluency expectations for complex products . The second paper investigated how processing in a learned foreign language changes the response toward (un)ethical corporate conduct. In two experimental studies, German native speakers with high English language proficiency (N = 356) were presented with information about (un)ethical corporate actions in either their native language or a learned foreign language. The study demonstrated that foreign language processing attenuates the emotional response. Consequently, unethical practices, such as child labor, evoked lower levels of negative emotions. Similarly, weaker positive emotions elicited by ethical company practices were observed. In turn, downstream consequences on behavioral intentions toward the company were weakened by foreign language use. In the third paper, the influence of foreign language processing on the response toward freedom-restricting instructions was examined. During the COVID-19 pandemic, individuals were frequently confronted with virus mitigation instructions (e.g., concerning the use of masks). In an experimental study (N = 605), it was demonstrated that foreign language processing of highly restrictive messages has a positive effect on individuals’ sense of control. Participants felt more capable of managing the situation they were faced with, which led to a positive effect on the behavioral intention to follow the instructions. This dissertation includes the first research to comprehensively analyze how individuals are affected by the presence of multiple translations. By uncovering negative effects on the metacognitive experience, it contributes to literature streams on packaging design, international marketing, and fluency. Furthermore, it provides recommendations for marketers tasked with developing multilingual marketing materials. The second and third papers contribute to literature on the foreign language effect. By demonstrating that foreign language processing affects perceptions of (un)ethical corporate behavior, the moral foreign language effect is extended to the area of consumer behavior. The final research novelly demonstrates that foreign language processing can positively influence individuals’ sense of control. The papers enable practitioners to more accurately predict their audiences’ response to foreign language communication. Finally, the dissertation discusses limitations and further avenues for research.