Activating Sound and Meaning
The Role of Language Proficiency in Bilingual Consumer Environments
Bibliographic Data
| ID | 2215577 |
|---|---|
| Authors | Shi Zhang (0000-0002-1459-5215), Zhang Shi (0000-0003-3917-9995, University of California, Los Angeles), Bernd H Schmitt (0000-0002-5129-0912, Columbia University) |
| Year | 2004 |
| Volume | 31 |
| Issue | 1 |
| Pages | 220-228 |
| Publication date | 2004-06-01 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of Consumer Research (JOURNAL) |
| Journal identifiers | ISSN: 0093-5301 • E-ISSN: 1537-5277 |
| Publisher | Oxford University Press (OUP) (PUBLISHER) |
| DOI | 10.1086/383437 |
| OpenAlex | W2138606463 |
| Language | EN |
| Citations received | 8 |
| References cited | 25 |
How do bilingual consumers process bilingual information? Prior research indicates that stimulus-related concepts (type of name translation and language emphasis) play a critical role. We extend this research by including language proficiency as a key person-related concept. When asking Chinese-English bilinguals to evaluate dual brand names, we find that proficient consumers prefer sound translation when the English name is emphasized but meaning translation when the Chinese name is emphasized. In contrast, less proficient bilinguals engage in semantic processing of the dual names. These results suggest that proficiency must be added as a key concept to a framework that addresses bilingual consumer environments
Advertising · Brand names · Key (lock) · Linguistics · Meaning (existential) · Neuroscience of multilingualism · Categorization, perception, and language · Computer Science · Language, Metaphor, and Cognition · Linguistics, Language Diversity, and Identity · Psychology
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| Unique citing works | 8 |
|---|---|
| Citations per year | 0,44 |
| Citation span | 2008 - 2023 (16) |
| Citation velocity | historical |
| Highly cited | No |
| Citation types | Neutral: 8 |