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- W2058608004 abstract "This study investigates the influence of bilingual product packaging descriptions on product evaluation. In an experimental study, the evaluation of a product with an English-only package is compared to the evaluation of the same product in a bilingual package. The evaluation of the product in the bilingual package was significantly lower. Ethnocentrism and prejudice are investigated as possible explanations for differential evaluations of products with English-only versus bilingual product descriptions. The effect of the method of information processing used to evaluate the product (peripheral vs. central) is also explored. Both ethnocentrism and prejudice affect evaluations of a product in bilingual package in a peripheral processing situation and not in a central processing situation." @default.
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- W2058608004 date "2007-01-01" @default.
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- W2058608004 title "The Effect of Multiple Language Product Descriptions on Product Evaluations" @default.
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- W2058608004 doi "https://doi.org/10.2139/ssrn.1010559" @default.
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