Effects of Double Language Labeling in the Context of FMCG-Products: A Mixed-Methods Approach: An Abstract

To save costs or to target bilingual populations, internationally operating companies use double language labeling, which is the usage of a foreign language next to a domestic language to advertise, e.g., ingredients or use instructions. Companies catering on a national level might also benefit from this approach as their products can profit from a spillover effect of a positively perceived foreign language. Negative effects are also possible as a second language might make the product appear in a less positive light. As we concentrate on mainstream (# bilingual or bicultural) consumers, we assume that decoding information in a foreign language can be perceived as more challenging, resulting in negative effects. Our study seeks to clarify the impact of double language labeling of products on product perceptions and behavioral intentions in the context of food and beverages.