In Arabic, English or a mix? Egyptian consumers’ response to language choice in product advertisements

Extending previous findings regarding the effects of the use of English as a Lingua Franca in advertising, an experiment tested the effects of the use of English, Arabic or mixed language and the role of product price category in product advertisements on Egyptian consumers’ response (N = 132). Purchase intention was significantly higher for the English than for the Arabic and mixed language version. No differences between English and Arabic were found for the evaluation of the advertisement and product, while the mixed language advertisement was evaluated significantly lower. There were no significant major influences of product price category.