The Impact of Language and Congruity on Persuasion in Multicultural E-Marketing
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Título: | The Impact of Language and Congruity on Persuasion in Multicultural E-Marketing |
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Autor/es: | Luna, David | Peracchio, Laura A. | De-Juan-Vigaray, María D. |
Grupo/s de investigación o GITE: | Investigación+Docencia+innovación: plus (Idoi:plus) |
Centro, Departamento o Servicio: | Universidad de Alicante. Departamento de Marketing |
Palabras clave: | E-marketing | Web site | Language | Congruity | Persuasion |
Fecha de publicación: | 2003 |
Editor: | Lawrence Erlbaum Associates |
Cita bibliográfica: | Journal of Consumer Psychology. 2003, 13(1-2): 41-50. https://doi.org/10.1207/S15327663JCP13-1&2_04 |
Resumen: | In this article we examine the effect of language, graphics, and culture on bilingual consumers’ Web site and product evaluations. We extend previous bilingual memory research to affective responses and to a new medium—the Internet. A series of studies suggests that attitudinal measures are influenced by the interaction of Web site language with two types of congruity: graphic congruity and cultural congruity. We conclude from our findings that both types of congruity influence bilinguals attitude-formation processes. |
Patrocinador/es: | This research was supported by a grant from the Marketing Science Institute and by Chapman University and the University of Wisconsin, Milwaukee. |
URI: | http://hdl.handle.net/10045/141290 |
ISSN: | 1057-7408 (Print) | 1532-7663 (Online) |
DOI: | 10.1207/S15327663JCP13-1&2_04 |
Idioma: | eng |
Tipo: | info:eu-repo/semantics/article |
Derechos: | © 2003, Lawrence Erlbaum Associates, Inc. |
Revisión científica: | si |
Versión del editor: | https://doi.org/10.1207/S15327663JCP13-1&2_04 |
Aparece en las colecciones: | INV - Idoi: plus - Artículos de Revistas |
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Archivo | Descripción | Tamaño | Formato | |
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Luna_etal_2003_JConsumerPsychol_final.pdf | Versión final (acceso restringido) | 1,64 MB | Adobe PDF | Abrir Solicitar una copia |
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